International Journal of Marketing and Human Resource Research
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.
Articles
185 Documents
<![CDATA[Ana Batik Magelang’s Business Development Strategy Based on SWOT and Business Model Canvas ]]>
<![CDATA[Tri Puji Hastutik]]>;
<![CDATA[Ivo Novitaningtyas]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v2i4.348
<![CDATA[This study aims to analyze Ana Batik's business conditions as one of the MSMEs in Magelang based on the Business Model Canvas (BMC) analysis to develop a business strategy based on a SWOT analysis. The research was developed based on a descriptive qualitative approach. The data used in this study are primary data and secondary data. Primary data were collected through observation and interviews, while secondary data were collected through literature studies. The data that has been collected is analyzed based on the Business Model Canvas (BMC) analysis and the SWOT analysis. The Business Model Canvas (BMC) analysis is used to describe Ana Batik's business conditions, while the SWOT analysis is used to formulate a business development strategy that is applied to the new business model. The results of the data analysis indicate that the appropriate strategy for Ana Batik Magelang's business development is the SO strategy. SO strategies that can be applied are developing products according to fashion trends, using brand ambassadors to attract and increase consumer buying interest, and expand the market to the scope of the global market. By implementing this strategy, it is hoped that Ana Batik Magelang's business can develop and be sustainable.]]>
<![CDATA[Brand Experience, Brand Commitment, and Brand Loyalty of Xiaomi Smartphone Users in Magelang ]]>
<![CDATA[Galuh Tiyasherlinda]]>;
<![CDATA[Ivo Novitaningtyas]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v2i4.350
<![CDATA[Increasingly technological developments and the increasing use of smartphones have led to competition between brands. Every smartphone company always innovates to meet the needs and desires of consumers, so that consumers will remain in one brand. The purpose of this study is to determine the effect of Brand Experience and Brand Commitment on Brand Loyalty of Xiaomi smartphone users, especially in the Magelang. This study uses a quantitative approach by distributing questionnaires to 100 respondents as a sample to obtain primary data. The sampling method used purposive sampling with the consideration that the respondents met the criteria, such as living in Magelang and currently using a Xiaomi smartphone. Multiple linear regression analysis with SPSS version 25 software was used as a data analysis technique. The results showed that Brand Experience had a positive effect but not significant on Brand Loyalty, while Brand Commitment had a positive and significant effect on Brand Loyalty. The results provide managerial implications for smartphone companies to provide brand experiences to users and increase user brand commitment to increase user loyalty to brands.]]>
<![CDATA[Nepalese Customers’ Attitude and Preferences towards Online Marketing: Index Based Analysis ]]>
<![CDATA[Seeprata Parajuli]]>;
<![CDATA[Aayush Bijukshe]]>;
<![CDATA[Niranjan Devkota]]>;
<![CDATA[Udbodh Bhandari]]>;
<![CDATA[Udaya Poudel]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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<![CDATA[Tremendous evolution of virtual advertising and marketing has also made its effect in Nepal as it is making around the globe. Current status of e-trade in Nepal seems to be promisingly accurate as many customers are being attracted to online purchasing and using online offerings. With the advent of latest technologies, virtual stores, and interactive apps, there is a huge boost in area of e-commerce. This study, therefore, aims to analyze Nepalese customers’ attitudes and preferences towards online marketing. A descriptive research design has been applied for this study where a sample of 401 respondents was taken in Kathmandu valley. Both Attitude and Preferences Index were a measure to check respondents' attitude level and preferences level respectively towards online marketing in Kathmandu valley. The current study found that 55% of consumers believe online marketing provides informative content to them. The majority of consumers have a positive attitude towards online marketing and they are preferring to purchase via online websites if they improve on certain criteria. The study also shows that customers are aware and satisfied regarding online marketing. However, 28.43% feel that there are still some challenges in the online marketing sector in Nepal that can be mitigated with the implementation of effective strategies. Thus, the study concludes that concerned authorities and online business holders should pay proper attention to the challenges faced by consumers so that they could be mitigated so that consumers would have a better online purchase experience.]]>
<![CDATA[Research Factors Affecting the Working Motivation of Employees at Accommodation Facilities in Danang ]]>
<![CDATA[Trinh Le Tan]]>;
<![CDATA[Phan Vu Tram Anh]]>;
<![CDATA[Pham Nguyen Phuong Nhu]]>;
<![CDATA[Tran Thi Anh Thu]]>;
<![CDATA[Vien Dinh Anh Tuan]]>;
<![CDATA[Hoang Ngoc Hung]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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<![CDATA[Work motivation is one of the burning issues for businesses and society, bringing great influence to individuals and organizations, so the team has studied the influencing factors and made recommendations to improve the quality of work. Recognizing issues affecting work motivation of employees at accommodation establishments in Da Nang. The author does this research to find out the factors that affect work motivation and from that offers the solution. The objective of the study is to find out the motivational factors that affect employees at accommodation establishments, thereby making reasonable suggestions to improve motivation. This study is carried out using quantitative methods and hypotheses, models of domestic and foreign studies. The surveyed employees are those who have been working in accommodation business establishments. The data analysis methods used in this paper are Cronbach and EFA methods, correlation, and regression. The results show that there are 5 factors affecting motivation including (1) Self-recognition; (2) Company Relationship; (3) Working Environment; (4) Job Characteristics; (5) Salary & Bonus. In which Self-recognition is considered the most important factor. Research-based on real problems, help businesses staying in Da Nang to see the problem and improve benefits, training policies for employees to increase work performance better to increase revenue, reduce employee turnover rate... and other issues.]]>
<![CDATA[The Influence of Succession Planning on Staff Performance among County Government Employees in Kenya: A Study of Baringo County Government ]]>
<![CDATA[Kimeli M. Chirchir]]>;
<![CDATA[Isaac Koros]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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<![CDATA[Devolution of resources in County Governments was to ensure resources reach the citizens. However, staff performance has continuously been affected by the change in both leadership and senior successors in the County Governments necessitating the need to examine the influence of succession planning on staff performance in County Governments. The study sought to establish the effect of career development planning, selection planning and human resource planning on staff performance in Baringo County. Anchored on Scharmer’s U-Theory, the study adopted descriptive research design on a target population of 14 executive employees and 57 middle-level managers through a questionnaire instrument. Descriptive and inferential statistics were used to analyze data; descriptive statistics optimized mean and standard deviation while ANOVA was used to produce variables relationships. The study findings revealed the County Governments provided training through seminars and workshops. Benchmarking was often done to improve the skills of employees. It was also found that mentorship programs were also offered for staff to do new roles. These while preparing staff to take higher roles influenced performance of the staff. The selection planning through internal and external selection was also found to affect performance of staff. Similarly, human resource planning had a significant effect on staff performance. The County had policies that reduced the retrenchment of employees. The County did practice performance appraisals, promoted performing employees and had an independent County Public Service Board. Evidencing the existence of a somewhat abstract succession plan. The study recommended the county government should ensure the existence and operationalization of a robust succession management plan that anchors career development programs.]]>
<![CDATA[A Connecting Mobile Marketing Events and Business Performance During Covid-19 Business Crisis in Africa ]]>
<![CDATA[Alberto Ndekwa]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 2 No. 4 (2021) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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<![CDATA[This chapter focused on analyzing the influence of mobile marketing on Business Performance during COVID 19 business crisis in Africa. Quantitative data was collected using questionnaire to a total sample of 343 respondents who are the business owners in Tanzania. Simple sampling technique was used to pick where questionnaire were used to collect data for statistical analysis. Secondary data was collected through documentary review to support and interpret findings from primary data collected using surveyed questionnaire. Data analysis using structural equation modeling revealed that mobile marketing is significant influencing business performance during COVID 19 business cries. The significance influence of mobile marketing is explained by the fact that mobile marketing offers online payment, online advertisement and online promotion which in turn increases market share, increases sales and revenue of the business. It is concluded that for business to perform during COVID 19, owners of the business should use mobile marketing for performing online payment, online advertisement and online promotion especially during the time of observing social distancing and business lockdown. Addition, it is concluded that connecting mobile marketing and business performance helps to alleviate COVID 19 business crisis in Africa. This chapter recommends that the business sector should design and implement the mobile marketing to offset business crisis for business performance during COVID 19 business crisis. On the other hand, this chapter recommends that training to be conducted to owners of the business in order to educate them and create the awareness of the perceived benefit of mobile marketing for business performance during COVID 19 crisis.]]>
<![CDATA[Service Quality and Customer Loyalty: The Mediating Effect of Customer Brand Identification in the Nigerian Hospitality Industry ]]>
<![CDATA[Silas Gontur]]>;
<![CDATA[Paul Dung Gadi]]>;
<![CDATA[Esther Bagobiri]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v3i1.474
<![CDATA[The hospitality industry performs a significant role in promoting the development of a country’s economy. It is seen as the leading huge revenue earner in the service industry. This study is designed to establish the responsibility of customer product identification in mediating the link between service quality and customer loyalty of hotels in Plateau State. The research adopted a quantitative technique, and data were collected through a survey technique and then analyzed using SPSS. SPSS version 23 was used to determine the potency of the developed variables of the investigation, while the same analytical tool was also utilized to assess the validity and reliability of the variables. Based on the findings of this current study, all proposed hypotheses were proven significant. The finding buttresses the significance of service quality in enhancing customers’ loyalty and brand identification, similarly, customer brand identification correlates significantly with customer brand loyalty. The study also revealed that customer brand identification mediated the link between service quality and client loyalty in the hotel industry in Plateau State. Centered on the outcomes of this investigation, we conclude that perceived service quality does influence customer brand identification, which precedes customer brand loyalty in the hotel subsector. We, therefore, recommend that hotel owners must build up and employ market-oriented service tactics to ascertain customers’ desires and hopes in line to serve the customers better. Furthermore, hotel owners should evaluate service quality frequently to guarantee that they are constantly experiencing the expectations of customers, and contemplate modifying their products and services to improve brand identity and loyalty.]]>
<![CDATA[Challenges of Work-Life Balance Faced by Working Fathers in Kathmandu Valley: Evidence from Cross-sectional Data ]]>
<![CDATA[Niranjan Devkota]]>;
<![CDATA[Rocky Mani Shakya]]>;
<![CDATA[Seeprata Parajuli]]>;
<![CDATA[Udaya Raj Paudel]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v3i1.487
<![CDATA[Work-life balance has been considered as important component in individual life. Today in order to attract and retain their employees organizations are considering work-life balance as their prime concern. The main purpose of this study is to examine the work-life balance of working fathers in Kathmandu Valley. This study followed descriptive method of data analysis and 405 samples were collected with the help of non-probability sampling method. Further, the study revealed that satisfaction and motivation are considered to be key factors that help to maintain work-life balance. However unhelpful attitude of colleagues is found to be major reason creating work-life unbalance. 77.03% working fathers stated that they face challenge in maintaining work-life balance. This, it is recommended that by maintaining structural consistency in the workplace challenges of work-life can be mitigated up to certain extent. These findings will have implication at organizational level. The study concluded that high level stress, unsupportive relationships, unrealistic demands, unhelpful attitude and lack of control were found to be major challenges for maintaining work-life balance.]]>
<![CDATA[Appreciation and Self-Actualization of Employee Performance at the Governance Secretariat, Jember District ]]>
<![CDATA[Imam Abrori]]>;
<![CDATA[Via Lailatur Rizki]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v3i1.587
<![CDATA[The research with the title Of Award and Self-Actualization of Its Relationship to Employee Performance of The Regional Governance Section of Jember District aims to analyze the effect of appreciation and self-actualization on employee work performance at the Secretariat of Regional Governance Kab. Jember partially and simultaneously. The number of samples used in the study was 35 people with census sampling techniques. The data collection methods used in this study used questionnaires, interviews, and library studies. The analysis used includes validity test, reliability test, multiple linear regression analysis, multicolonierity test, heteroskedasticity test, partial test normality test, simultaneous test and determination coefficient test. From the results of multiple linear regression analysis using the partial test states that there is a positive and significant influence between the reward variables on work performance. The results of the partial test also stated that there was a positive and significant influence among the variables of self-actualization on work performance. The results of multiple linear regression analysis using the simultaneous test state that there is a positive and significant influence between reward variables and self-actualization on work performance.]]>
<![CDATA[Determinants of Performance of MSMEs in the Era of Industrial Revolution 4.0 in Medan City ]]>
<![CDATA[Jantri Saragih]]>;
<![CDATA[Romindo Megawati Pasaribu]]>;
<![CDATA[Juara Simanjuntak]]>;
<![CDATA[Herry D.S. Pasaribu]]>;
<![CDATA[Vinsensius Matondang]]>
<![CDATA[ International Journal of Marketing & Human Resource Research Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[Training & Research Institute - Jeramba Ilmu Sukses ]]>
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DOI: 10.47747/ijmhrr.v3i1.600
<![CDATA[The existence of Micro, Small, and Medium Enterprises (MSMEs) is the largest part of the national economy, this is proven that MSMEs can be relied upon as a foundation in times of crisis such as the Covid-19 period. Constraints that are often experienced by MSME actors include establishing partnerships with third parties in terms of capital, making innovations in the face of market competition. The purpose of this study is to find out how business networks, product innovation, and business competition affect business performance for MSME actors in the city of Medan. This type of research is quantitative research by distributing questionnaires and observing MSME actors. The number of samples in this study was 94 business actors in the city of Medan. The results showed that the business network variable had an insignificant effect on the business performance variable. Product innovation and business competition variables have a significant influence on business performance. Viewed from R2, it shows that business networks, product innovation, and business competition are able to explain business performance by 37.8%.]]>
