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Dynamic Management Journal
Published by Universitas Muhammadiyah Tangerang
ISSN : -     EISSN : 25802127     DOI : http://dx.doi.org/10.31000/dmj
Core Subject : Economy, Science, Education,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Dynamic Management Journal (e-ISSN 2580-2127), adalah jurnal akademis yang dipublikasikan oleh Program Studi Manajemen, Universitas Muhammadiyah Tangerang, Indonesia. Dynamic Management Journal merupakan sarana bagi dosen, peneliti, ataupun praktisi manajemen untuk mempublikasikan hasil dari penelitiannya. Ruang lingkup penelitian ini membahas kajian terkait dengan bidang Manajemen Sumber Daya Manusia, Manajemen Pemasaran, Manajemen Keuangan, dan Manajemen Operasional
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Perilaku Organisasi dan Menejemen Sumber Daya Manusia
Articles 14 Documents
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Search results for , issue "Vol 9, No 2 (2025): April" : 14 Documents clear
ANALYSIS OF PROMOTIONAL STRATEGIES THROUGH SOCIAL MEDIA, WORD OF MOUTH, AND QUALITY OF SERVICE ON CONSUMER DECISIONS Sari, Sinta Anggita; Fatimah, Feti; Izzuddin, Ahmad
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13845

Abstract

The development of digital technology and the fierce competition between internet service providers encourage the importance of effective marketing strategies. This study aims to analyze the influence of social media promotion, word of mouth (WOM), and service quality on consumer decisions to use IndiHome in Jember. The quantitative method was used by surveying 120 IndiHome customers in Jember, analyzed using multiple linear regression. The results showed that social media promotion and WOM had a positive and significant effect on consumer decisions, while service quality had a varied effect depending on reliability, convenience, and satisfaction. This research contributes to the development of digital marketing strategies by emphasizing the importance of social media, WOM, and improving service quality to increase IndiHome's competitiveness. These findings can serve as a reference for internet service providers in designing more effective and customer-satisfaction-oriented marketing strategies.
THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PURCHASE INTENTIONS FOR GREEN FAST FASHION PRODUCTS Pakpahan, Arnolt Kristian; Chandra, Kristian; Magetsari, Ovy Noviati Nuraini; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13680

Abstract

This study aims to analyze the influence of social media marketing, green product knowledge, and attitudes towards green products on interest and purchase decisions of eco-friendly products among millennials. This study is important because there is still a limited understanding of the factors that drive the adoption of green products, especially in the fashion industry which is facing sustainability trends. The research uses an associative qualitative approach by analyzing consumer perceptions through in-depth interviews and literature studies. The results of the study showed that: (1) exposure to information on social media, (2) understanding of the characteristics of green products, and (3) pro-environmental attitudes collectively influenced buying interest. These findings make a theoretical contribution by expanding the Theory of Planned Behavior (TPB) model in the context of green fashion, as well as practical contributions to: (a) marketers—in designing educational digital campaigns, and (b) governments—as the basis for sustainable consumer education policies. The implication is that fashion businesses need to present green product information in a transparent and easily accessible manner to increase consumer appeal.
HOW BRAND AWARENESS AND PRICING STRATEGY SHAPE CONSUMER DECISIONS: AN EVIDENCE FROM INDONESIAN LOCAL FASHION BRAND Putri Ermawan, Amanda; Mubarok, Dadan Abdul Aziz
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13528

Abstract

Indonesia's fashion industry is growing dynamically with cultural diversity and creativity, but amid fierce competition, the apparel industry is in decline in 2023. This phenomenon encourages the need to analyze factors that influence consumer purchasing decisions, especially brand awareness and price, as a competitive strategy. This study aims to analyze the influence of these two variables on the purchase decision of OR Chip Best Brand Collection products, as well as provide business recommendations based on empirical findings. The research method uses a quantitative approach with linear regression analysis based on survey data of 150 fashion consumer respondents. The results of the study prove that both brand awareness and price have a significant and positive effect on purchase decisions, with brand awareness as the dominant factor. The novelty of the research lies in its contextual approach to local fashion brands in the face of intense industry competition. The contribution of this research provides practical implications for business actors in improving brand equity-based marketing strategies and competitive pricing, while maintaining product quality. 
DETERMINANTS OF WOMEN'S ENTREPRENEURIAL INTEREST: GENDER STEREOTYPICAL ROLES, SOCIAL SUPPORT, SELF-EFFICACY, AND ATTITUDES Pinkan, Aurelia Reghina; Fatimah, Feti; Murtaliningtyas, Wenny
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13878

Abstract

The economic progress of a country in the field of entrepreneurship is no longer dominated by men, but also involves women as business actors. This study aims to analyze the influence of gender stereotypes, social support, self-efficacy, and personal attitudes on women's entrepreneurial interest in Jelbuk District, filling the gap in the literature on psychosocial factors in the context of gender entrepreneurship. The quantitative method was applied with purposive sampling techniques (sample of 150 respondents) and questionnaires as data collection instruments. Data analysis includes validity-reliability tests, classical assumptions, multiple linear regression, hypothesis tests (t-test and F-test), and determination coefficients. The results showed that the four variables had a partial significant effect (p < 0.05), with a simultaneous contribution of 75% (R² = 0.753). These findings strengthen social-cognitive theories and provide practical implications for governments and women's empowerment institutions in designing gender-based entrepreneurship programs. This research also confirms the need for inclusive policies to reduce stereotypical barriers and increase social support for female entrepreneurial aspirants.

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