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Journal of Research in Social Science and Humanities
Published by UK Institute
ISSN : 28093356     EISSN : 28073916     DOI : http://doi.org/10.47679/jrssh.v1i2.12
Core Subject : Religion, Economy, Humanities, Science, Education, Art, Social,
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other
Journal Research of social science and Humanities is a peer-reviewed, international, and intercultural journal. It promotes interdisciplinary research with a primary focus on original research or reviews in humanities and social sciences. Articles are welcome in the following seven sections: Education and Assessment, English Language & Literature, Media & Journalism, Politics & Governance, Psychology, Sociology, and Economics & Commerce. Journal audiences are learned readers, researchers, policymakers, administrators, and educational organizations.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 18 Documents
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Search results for , issue "Vol 6, No 1 (2026): March 2026" : 18 Documents clear
Marketing Strategy Analysis to Increase the Sales Volume of Fresh Gourami Fish at Bintang Gurame Distributor in Pringsewu, Lampung Putra, Dimastiar Mulia; Defrizal, Defrizal
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i4.532

Abstract

This research is focused on the study of applied marketing strategies and identify supporting and inhibiting factors through the integration of the marketing mix (4P) and SWOT analysis. The research approach used is qualitative descriptive, with data collection techniques in the form of observation, interviews, and documentation. The use of SWOT analysis poured into the IFAS and EFAS matrix, based on the results of the analysis, showed that the Bintang Gurame Distributor obtained an IFAS score of 2.92 and an EFAS result of 3.04. These results indicate that the company is in a pretty strong position to take advantage of the opportunities available. Therefore, the implementation of a more aggressive marketing strategy through the SO strategy is the main strategy choice, with the aim of optimizing market opportunities and encouraging a sustainable increase in sales volume.
Proposed Marketing Strategy To Enhance Brand Awareness Of Perfume Industry In Indonesia (Case Study : Charma Scents) Azka, Chyntia Paramitha; Astuti, Novika Candra
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.535

Abstract

CharmaScents, a small and medium enterprise established in 2023, faces a critical business challenge of persistently low sales performance despite operating within Indonesia's rapidly growing perfume market, projected to reach USD 427.81 million with a CAGR of 3.35% through 2030. Through systematic root cause analysis, this research identifies that the fundamental business issue is not product quality, pricing strategy, or distribution channels, but rather critically low brand awareness among target consumers, with 58.6% of surveyed respondents having never heard of the brand. This creates a significant gap between market potential and actual sales performance, as brand awareness serves as the essential first step in consumer decision-making processes, particularly for experiential products like fragrances where sensory perception and emotional value play crucial roles. The research addresses a significant gap in understanding how emerging local perfume SMEs in developing markets can strategically build brand awareness through digital marketing within resource-constrained environments, particularly when marketing sensory products that traditionally require physical testing but are increasingly purchased online without prior experience. This study is especially relevant given that 73% of Generation Z consumers in Indonesia now engage in blind-buying behavior for perfumes based on digital content and social proof, representing a fundamental shift in consumer behavior that existing literature has not adequately explored within the context of local brand development strategies. This research employs a comprehensive mixed-methods approach integrating quantitative consumer surveys and qualitative stakeholder interviews to develop evidence-based marketing strategies. The quantitative component utilized a structured questionnaire distributed to 249 respondents from Generation Z and Millennial demographics in the Jabodetabek area, with data analyzed through IBM SPSS Statistics using validity testing, reliability testing, descriptive statistical analysis, and cluster analysis. The qualitative component consisted of semi-structured interviews with CharmaScents' co-founder, providing critical insights into internal capabilities and strategic positioning. The theoretical foundation integrates Kotler and Armstrong's Marketing Strategy and Marketing Mix theory, Barney's Resource-Based View, Porter's Value Chain and Five Forces, and PESTLE framework, synthesized through SWOT and TOWS analysis, ultimately applying Ansoff's Matrix to identify the most appropriate growth strategy. The research findings confirm critically low brand awareness as the primary barrier to sales growth, with cluster analysis identifying Value Seekers (57% of respondents) as the optimal target segment, young middle-income professionals aged 25-35 with stronger purchasing capacity, systematic decision-making processes, and high engagement with digital platforms. Internal analysis reveals that while CharmaScents possesses valuable resources including high-quality products, unique archetype-based storytelling, and authentic Indonesian cultural narrative, these strengths remain underutilized due to inconsistent digital content execution, limited marketing budget, and insufficient social proof. External analysis highlights favorable conditions including government support for local brands, growing consumer preference for domestic products, and e-commerce adoption, though tempered by intense competitive rivalry, low entry barriers, and minimal switching costs in the marketplace. Based on these findings, the research proposes a Market Penetration strategy comprising three integrated components. First, CharmaScents should develop a systematic digital content marketing framework centered on consistent storytelling campaigns aligned with personality archetypes, leveraging Instagram, TikTok, Shopee, and Tokopedia through structured content calendars, user-generated content, and strategic micro-influencer collaborations. Second, the company should introduce value-based product offerings including trial kits and scent bundles designed to reduce purchase barriers and encourage product exploration in online environments. Third, CharmaScents should selectively participate in offline activation events in urban areas to enable sensory product experience while reinforcing digital narratives. The implementation follows a phased approach prioritizing immediate actions (0-3 months) focused on establishing consistent content systems and launching trial offerings, medium-term initiatives (3-6 months) emphasizing micro-influencer partnerships and marketplace optimization, and long-term strategies (6-12 months) involving selective offline activations and community-building programs. This resource-conscious approach aims to increase brand awareness among Value Seeker consumers, build trust through social proof, and convert market potential into sustained sales growth while remaining aligned with CharmaScents' limited organizational capacity and affordable luxury positioning.
The Effect of Reward Implementation and Non-Financial Work Environment on Employee Loyalty at Toko Femina Metro Lampung Aliyah, Hikmatul; Buchori, Buchori; Sugiono, Sugiono; Sari, Dame Dwinta
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.549

Abstract

This study aims to analyze the effect of reward implementation and work environment on employee loyalty at Toko Femina Metro. The research employs a quantitative approach with a survey method. The population and sample consist of 35 employees, selected using a saturated sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis with SPSS.The results show that rewards have a positive and significant effect on employee loyalty. Likewise, the work environment also has a positive and significant effect on employee loyalty. Simultaneously, rewards and the work environment significantly influence employee loyalty, with a coefficient of determination (R²) of 0.536, indicating that 53.6% of employee loyalty can be explained by the two independent variables, while the remaining 46.4% is influenced by other factors outside the research model.These findings imply that organizations should implement fair and transparent reward systems and create a conducive work environment to enhance employee loyalty. This study contributes to human resource management literature by highlighting the importance of rewards and work environment in fostering employee loyalty in the retail sector
Participatory Oversight Strategy of the Lampung Provincial Election Supervisory Agency in Preventing Violations in the 2024 Elections Qohar, Ahmad; Zainal, Anna Gustina; Hermawan, Dedy; Efendi, Nur
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.542

Abstract

Indications of money politics, violations of civil servant neutrality, and intimidation of voters were found in various regions. This shows that participatory oversight is not yet fully optimal. Based on findings in the field, money politics is still rampant ahead of election day san. The methods are increasingly varied, such as the distribution of basic foodstuffs, digital transfers, and program promises. Many citizens still consider this to be "normal" in electoral political culture. This research was conducted in Lampung Province, which is a strategic location for studying participatory oversight practices in the implementation of elections. Lampung Province was chosen because it has a high level of political dynamics and a track record of innovation in community-based election oversight. The Lampung Province Bawaslu actively initiated various programs that directly involved the community in oversight activities, making it an interesting case study in the context of strengthening participatory democracy at the local level. Participatory Oversight in Preventing Violations through Oversight Villages, Socialization, and Complaint Centers First, Oversight Villages The implementation of participatory oversight in the Bawaslu's Oversight Village program in Lampung Province aims to build an election awareness culture at the level closest to the community, namely the village or sub-district. Second, Socialization The implementation of participatory oversight through socialization carried out by Bawaslu Lampung Province and regencies/cities focuses on efforts to build public awareness and encourage the community to play an active role in maintaining election integrity.
Relevance Of Cost Information, Transparency, Cost Distribution Towards Hospital Performance With Technology Development as a Moderation in Tangerang Regency Kamela, Hurian
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.544

Abstract

This study aims to examine the effect of cost information relevance, transparency, and cost distribution on hospital performance, with technological development as a moderating variable in Tangerang Regency. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 148 respondents from the local community of Tangerang Regency as users of hospital services. The data analysis techniques include multiple linear regression and Moderated Regression Analysis (MRA) to test the moderating effect of technological development. The results reveal that cost information relevance, transparency, and cost distribution have a positive and significant impact on hospital performance. Furthermore, technological development is found to strengthen the relationship between cost information relevance, transparency, and cost distribution and hospital performance. These findings indicate that public perceptions of cost transparency, fair cost distribution, and the use of information technology play a crucial role in shaping hospital performance. This study provides practical implications for hospital management and local governments in improving cost management, service transparency, and information technology utilization to enhance hospital performance and public satisfaction sustainably.
THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY, PRICE ON CONVERSE SHOE PURCHASE DECISION IN WEST CIKARANG Hutauruk, Basar Maringan; Suryadi, Suryadi
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.539

Abstract

Purchasing decisions are an important aspect of a marketing strategy that reflects a product's success in attracting interest and meeting consumer needs. This study aims to determine the influence of brand image, product quality, and price on purchasing decisions for Converse shoes in West Cikarang. This study uses a quantitative method with data collection techniques through distributing questionnaires to respondents. The sample in this study amounted to 100 respondents, determined using the Lemeshowmethod. The sampling technique used was nonprobability sampling with a purposive sampling approach.Data processing was carried out using the SPSS version 27 application. The results of the study indicate that partially and simultaneously, the variables of brand image, product quality, and price have a positive and significant effect on purchasing decisions. This means that the better the brand image, the higher the product quality, and the more appropriate the price offered, the more likely consumers are to decide to purchase the product. These findings have implications for companies in improving marketing strategies, particularly in maintaining brand image, maintaining product quality, and setting prices that are in accordance with the value received by consumers. Keywords: Brand Image, Product Quality, Price, Purchase DecisionJEL Code:
Optimal Financing Structure For A Coal Hauling Road Project: A Comparative Analysis Of Corporate Finance And Project Finance At Pt Atlas Resources Tbk Goodman, Vinsensius Paul; Noveria, Ana
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.536

Abstract

The thesis discusses the strategic financing dilemma of the H3 Segment Hauling Road Project at PT Atlas Resources Tbk, which is considered vital to eliminate dependence on third-party roads. The issue lies in deciding between funding the project using internal resources under Corporate Finance or using external resources through the implementation of Project Finance with a Build-Operate-Transfer (BOT) scheme in a private-to-private partnership. Accordingly, this research applies the financial valuation and risk analysis, and then compares the results to determine which scenario is better at providing a superior risk-adjusted value to the company.  The study applies a quantitative method, with capital budgeting techniques as the main analytical tool. The analysis is made on the foundation of Discounted Cash Flow (DCF) valuation, which is complemented by sensitivity analysis, scenario analysis, and Monte Carlo simulation. The results confirm the financial feasibility of both scenarios. Corporate Finance scenario gives a higher Net Present Value (NPV) of Rp 1,243 billion and an Internal Rate of Return (IRR) of 48,33%. On the other side, Project Finance (BOT) scenario offers a slightly lower NPV of Rp 1,183 billion, but provides risk isolation by managing construction and operational risks to the SPV.  The research concludes that the Project Finance (BOT) system is the best option. The difference in financial value (about 4,8%) is considered as a trade-off for the benefits of risk segregation at the project level, which enhances the parent company’s financial flexibility and limits its exposure to project-specific risks. It is therefore recommended that PT Atlas Resources Tbk proceed with the BOT model as there should be a properly organized concession agreement on transfer of the assets.
Influencer Marketing Effectiveness and Participant Satisfaction In Paid Webinars: A Case Study of JIH Academy. Zarita, Kalam Suryatmojo Dim; Muslichah, Istyakara; Suryanugraha, Dim Zarita
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.541

Abstract

This study examines the effectiveness of influencer speakers in paid healthcare webinars by comparing participant perceptions and purchase decisions between webinars featuring influencers and non-influencers at JIH Academy. Using a quantitative survey method, data were collected from 135 webinar participants and analyzed descriptively. The study integrates influencer marketing constructs (attractiveness, expertise, originality, homophily, interaction, and image satisfaction) with training evaluation dimensions (perceived trainer performance, perceived usefulness, and perceived efficiency). The findings indicate that webinars led by influencer speakers are perceived slightly more positively across most variables, particularly in interaction, image satisfaction, and purchase decision. Although the differences between influencer and non-influencer webinars are relatively small, influencer speakers demonstrate a consistent advantage in enhancing participant interest and intention to attend future paid webinars. These results suggest that influencer-based promotion can modestly strengthen both marketing effectiveness and perceived webinar quality in healthcare training services.
Analysis of the Optimalization Strategy for the MyHC Platform in Realizing a Digital Employee-Centric Organization at PT XYZ Felani, Angra Firman; Yulianto, Umar Dwi
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.550

Abstract

Digital transformation in the Human Capital Management (HCM) sector has shifted from mere administrative efficiency to an ecosystem centered on the employee experience. PT XYZ, a Maintenance, Repair, and Overhaul (MRO) company, utilizes the MyHC digital platform to bridge the needs of the organization and its employees. However, the main challenge lies in optimizing MyHC to function as an instrument of empowerment, rather than merely a managerial monitoring tool. This study aims to analyze the optimization strategy of the MyHC platform at PT XYZ to realize a Digital Employee-Centric Organization, where the needs and digital experiences of employees become the top priority. This research employs a Systematic Literature Review (SLR) method following the PRISMA protocol, selecting reputable journal articles from the Google Scholar database published within the last three years (2023-2026). The results indicate that platform optimization focuses on four main pillars: (1) improving the accessibility of self-service to reduce bureaucratic barriers, (2) ensuring data transparency to support fairness in career paths and performance evaluations, (3) providing two-way communication channels to strengthen the employee voice, and (4) strengthening the knowledge management ecosystem. In conclusion, the transformation from a transactional system to an empowerment system that embodies employee-centricity requires a strong alignment between data-driven technological capabilities and organizational policies that prioritize human values.
Reinterpreting Abu di Ateh Tunggua: Power Relations and Male Responsibility in the Minangkabau Matrilineal System Rozalvino, Rozalvino; Sunarto, Bambang; Indrasastra, Andar; Sukerta, Pande Made
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.552

Abstract

This article examines the concept of Abu di Ateh Tunggua as a relational framework for understanding male position within the Minangkabau matrilineal kinship system. The role of the sumando has frequently been interpreted as a symbol of fragility or marginal status within customary structures. Using a qualitative, literature-based approach and conceptual analysis of customary norms, proverbial expressions, and the sumando typology, this study argues that Abu di Ateh Tunggua functions as an ethical metaphor that signifies responsibility, prudence, and relational awareness rather than structural subordination. In the Minangkabau context, men are not vested with proprietary authority within the wife’s lineage; instead, their legitimacy is grounded in moral obligations toward the nuclear family and the broader kin network. The article further identifies transformations in male roles in response to urbanization, education, and migration, highlighting ongoing negotiations between customary values and contemporary social change. These findings contribute to discussions of masculinity in matrilineal societies by demonstrating that authority may be constructed through social responsibility and collective recognition rather than ownership. The study underscores the importance of interpreting cultural expressions as analytical tools for examining power relations within indigenous kinship systems.

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