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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 185 Documents
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The Influence of Celebrity Endorser and Brand Image on Purchase Decisions of Wardah Cosmetics Consumers in Palembang City Rizki Rahma Dona; Siti Komariah Hildayanti; Shafiera Lazuarni
International Journal of Marketing & Human Resource Research Vol. 3 No. 4 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i4.631

Abstract

This study aims to determine: (1) the influence of celebrity endorsers on Wardah cosmetic purchasing decisions, (2) the influence of brand image on Wardah cosmetic purchasing decisions, and (3) the influence of celebrity endorsers and brand image on Wardah cosmetic purchasing decisions.This study uses a quantitative approach by collecting data through survey methods. The population in this study are consumers who have purchased and used Wardah cosmetics in Palembang City. The sample collection technique used purposive sampling method with criteria that included consumers who had purchased and used Wardah cosmetics in Palembang City and were aware of Wardah's advertisements. The sample is a minimum of 110 respondents with data collection techniques using a questionnaire through Google Form. Data analysis techniques in this study used descriptive analysis techniques, classical assumption test, multiple linear regression and hypothesis testing. The test was carried out using the help of SPSS 23.The results of this study indicate that: (1) celebrity endorser has a positive effect on purchasing decisions, as evidenced by the tcount value of 5.613 with a significance value of 0.000, less than 0.05 and the regression coefficient having a positive value of 0.562; (2) brand image has a positive effect on purchasing decisions, as evidenced by the t-value of 3.900 with a significance value of 0.000 less than 0.05 and a regression coefficient of 0.375; (3) celebrity endorser and brand image simultaneously have a positive effect on purchasing decisions, as evidenced by the Fcount of 36,390 with a significance value of 0.000 less than 0.05.
A Study on Acceptance Level of Management Faculty Members towards Transmedia Story Telling arijit goswami Arijit; Bhavna Prajapati Bhavna
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.709

Abstract

This study is focused on looking into the acceptance level of the teachers relative to transmedia storytelling, views on the modification of reading tasks and activities through transmedia storytelling, and integration of transmedia storytelling in reading tasks and activities. This study focuses and limits only in describing the acceptance level of management faculty members as to transmedia storytelling and on knowing the teachers’ thoughts on modification of reading tasks and activities. The study used descriptive research design wherein the data were analyzed through a modified questionnaire on the level of acceptance. The results of the study show a positive acceptance of transmedia storytelling among management faculty members. Furthermore, it was emphasized that transmedia storytelling is a beneficial and educational strategy for teaching reading and integration should be done through adapting and designing various media platforms. This action research presented a new reading strategy for management teachers that can be used in teaching learning aimed for a contextualized and expanded teaching and learning of reading through a matrix that include selected and applicable reading texts with transmedia storytelling media platforms.  
Conceptual Study of Selfie As a New Tool for Brand Marketing Endang Hariningsih; Budhi Haryanto
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.756

Abstract

This paper aims to propose a proposition of selfie effectiveness from influencers that impact the attitude and buying intentions. The method is to review of several articles reveals the phenomenon of selfie marketing and the science of exercise to develop a proposition about the effectiveness of selfies concerning forming positive attitudes and purchasing intentions of a brand. The study produced a conceptual framework based on Stimuli-Organism-Response (SOR) as the basis for the development of propositions that explain the relationship between selfie charm and self-congruence, attitudes toward influencers, and attitudes toward brands and purchasing intentions with social interaction as moderation variables of the relationship between those variables. This paper describes selfies taken by non-celebrities as influencers. The implication of this study is an alternative model that conceptualizes selfie charm and social interaction as two variables that influence the process of forming a brand's buying attitudes and intentions, which marketers need to consider in creating marketing strategies. The phenomenon of selfies that occur today has given rise to a new stimulus, namely the charm of selfies and netizen comments that affect consumer activity in the purchase of a brand.
Impact of Social Media on Consumer Buying Pattern Anupama Sundar D.
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.757

Abstract

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors             
Structural Equation Modeling of Gastronomic Tourism in the Face of COVID-19 Arger Verstapp Bund; Gilberto Bermúdez Ruíz; Olga Anaid Diaz Jacinto; Alfredo Barrera Escobar; Celia Yaneth Quiroz Campas; Rosa María Rincón Ornelas; Francisco Espinoza Morales; Cruz García Lirios; Gregorio Elizarraraz Guarneros
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.776

Abstract

The pandemic has claimed the lives of seven million, affecting the local economy. Anti-COVID-19 policies promote entrepreneurship as a central axis of the economic agenda. In the case of tourism, micro-financing policies encourage the local economy through the promotion of magical towns. The gastronomy trade has benefited from fiscal and monetary incentives. In this sense, the objective of this work was to establish the determinants of innovative entrepreneurship with a sample of 100 merchants. A predictive model was contrasted in which resource optimization determined product innovation. In relation to the state of knowledge, the scope and limits of the study were discussed.
The Pegadaian Digital Service Quality and It’s Implication on Customer Satisfaction at PT Pegadaian (Persero) Pondok Labu Branch: - Aziz Setyawan
International Journal of Marketing & Human Resource Research Vol. 3 No. 4 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i4.804

Abstract

This study aims to empirically explore the service quality of Pegadaian Digital and their impact on customer satisfaction at PT Pegadaian (Persero) Pondok Labu Branch. This is a quantitative research, and the sample in this study amounted to 160 customers who are users of Pegadaian Digital services. The data collection process uses google forms and scanned barcodes that are distributed in each unit of the Pegadaian Pondok Labu Branch. The data were analyzed using the Partial Least Square (PLS) method, and the results show that: (1) Reliability has an effect on customer satisfaction (2) Efficiency has no effect on customer satisfaction (3) Security has no effect on customer satisfaction (4 ) Responsiveness has no effect on customer satisfaction (5) Web design has no effect on customer satisfaction.
Review of Adoption and Impact Assessment on Conservation Agriculture in Ethiopia Chaka Gameda; Fikiru Temesgen Gelata; HAN Jiqin
International Journal of Marketing & Human Resource Research Vol. 3 No. 4 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i4.858

Abstract

Conservation agriculture plays a great role in improving farming land productivity and mitigating climate change impact. It is a concept for resource-saving agricultural crop production that strives to achieve acceptable profits together with high and sustained production levels while concurrently conserving the environment. The paper initially investigates theoretical concepts of conservation agriculture in Ethiopia. It then reviews the adaptation level of conservation agriculture by farm households and its impact on their productivity. The various challenges for the adoption of Conservation agriculture are lack of knowledge in CA at the expertise and farmers' level; the belief of farmers on tillage, technical, social, financial, and policy issues; the market does not supply them with the necessary seeds to carry out intercropping; high input costs, low input availability, and associated high opportunity costs for crop residue; and also lack biomass and residues. Its major impacts are increased labor productivity at the time of soil preparation; it helps with water harvesting strategy; the benefit of crop residue retention is a higher content of organic matter in the soil and higher water infiltration rates, which reduces surface runoff and soil erosion significantly.
Factors Contributing to Effective Implementation of Competence Based Education and Training : A moderating effect of Information and Communication Technology; A Case of Selected VET and NACTE Colleges in Mbeya-Tanzania Kaula Stephen
International Journal of Marketing & Human Resource Research Vol. 3 No. 4 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i4.889

Abstract

The study aimed at assessing the factors for effective implementation of competence Based Education and Training (CBET) where Information and Communication Technology (ICT) was a mediating variable. The study was carried out in Mbeya from four selected VET and NACTE Colleges including Kyela Polytechnic College; VET and NACTE College; VET-Mbeya Zonal Office; and KAP’S Community Development Institute. The causal-effect design was applied while cluster sampling was used to drive to 300 sample of Tutors, Principals, Deputy Principal- Academic, Registrars and management from a total of 1,200. Data from the obtained sample frame was collected using questionnaire. The collected data were subjected to data cleaning and normality testing. Moreover the cleaned data were subjected for factor analysis, reliability and validity testing through SEM employment. From the analysis, it was found that ICT positively and significantly moderate students’ centered teaching curriculum, learning by doing and discoveries in effective and quick adoption and implementation of CBET. It is from this innovation what this study recommends that VET and NACTE Colleges have to adopt and use ICT technologies for quick and effective implementation of CBET.
The Effect of Attitude, Subjective Norms, and Achievement Needs on Entrepreneurship Intention (Study on Management S1 Students for the 2018 Beginning) Zuhrotul Maghfiroh; Andhatu Achsa; Khairul Ikhwan
International Journal of Marketing & Human Resource Research Vol. 3 No. 4 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i4.891

Abstract

In the 2018 Tidar University Management S1 Study Program, there are only 22 students who are entrepreneurs, while 82 students do not yet have businesses. Students who want to start entrepreneurship need strong intentions so they need to be researched. The influence of attitude variables, subjective norms and achievement needs on entrepreneurial intentions in 2018 undergraduate students management. This study is a quantitative study, the analytical technique used in this study uses IBM SPSS version 25.0. In this study using the saturated sample method with 104 students from the 2018 class as respondents. Collection data techniques in this study using a questionnaire. Outcome of the study partially show that attitude variable affects the entrepreneurial intention, subjective norms affect the entrepreneurial intention, and achievement needs affect the entrepreneurial intention, while simultaneously the independent variable can affects the dependent variable. Suggestions are give for further research by deepen the variables study, for universities by involving and support entrepreneurship activities, for students by attending seminars, workshops, and entrepreneurship training.
Effect of Compensation on Employee Loyalty (Case Study of PT Remco Palembang) Nando Hartoyo; Susi Handayani; Mohd Kurniawan DP
International Journal of Marketing & Human Resource Research Vol. 4 No. 1 (2023)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v4i1.981

Abstract

This study aims to analyze the effect of compensation on employees’ loyalty at PT Remco Palembang. Samples were selected using sample random sampling technique. Data of 77 respondents were collected throught documentation, interviews, and questionnaires. This study implemented a simple linear regression method to analyze data. The results of the invesigation show that compensation has a significant effect on employees’ loyalty. This empirical evidence can provide benefits for PT Remco Palembang. To increase employees’ loyalty, the company should optimize compensation for employeess.

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