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Bussman Journal : Indonesian Journal of Business and Management
Published by Gapenas Publisher
ISSN : 27979725     EISSN : 27770559     DOI : https://doi.org/10.53363/buss
Core Subject : Economy,
Economics, Econometrics & Finance
Bussman Journal: Indonesian Journal of Business and Management is a multidisciplinary Open Access Journal that strives for inclusivity and global reach. The broad scope of the Journal creates a perfect environment to foster connections between researchers across all areas of Business & Management research : 1.  Islamic Business: Sharia Business, Islamic Economics, Islamic Business, Islamic banking, Islamic capital markets, Islamic wealth management, Issues on shariah implementation/practices of Islamic banking, Zakat and awqaf, Takaful, Islamic Corporate Finance, Shariah-compliant risk management, Islamic derivatives, Issues of Shari`ah Supervisory Boards, Islamic business ethics, Islamic Accounting, Islamic Auditing 2.  Management Business: Marketing Management, Finance Management, Strategic Management, Operation Management, Human Resource Management, E-business, Knowledge Management, Management Accounting, Management Control System, Management Information System, International Business, Business Economics, Business Ethics and Sustainable, and Entrepreneurship.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 382 Documents
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PENGARUH CRM DAN PROMOSI TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN UMKM LAUNDRY QIWA Hasan, Golan; Wibawa, Aria; Armando, Pandapotan Rafli; Ricky, Ricky
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.399

Abstract

This study analyzes the effect of price and promotion on customer satisfaction and loyalty at MSME Laundry QIWA in Batam. For five years, QIWA Laundry has built loyalty through competitive pricing strategies and promotions, such as shuttle services and discounts. The study aims to identify the role of customer satisfaction as a mediator between price, promotion, and customer loyalty to maintain competitiveness in the laundry market. A qualitative approach was used with in-depth interviews and participatory observation, as well as purposive sampling techniques to select respondents. The main variables include price, promotion, customer satisfaction as mediation, and loyalty as dependent variable. The results show that competitive pricing and attractive promotions increase customer satisfaction, which in turn plays a significant role in increasing loyalty. Satisfied customers are more likely to return to use QIWA Laundry services and recommend it to others, confirming the close relationship between customer satisfaction and loyalty
THE EFFECTIVENESS AND CHALLENGES OF PERSONAL BRANDING AND PROFESSIONAL DEVELOPMENT PLANNING Sulistioyuwono, Ahmad Budi
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.401

Abstract

This study aimed primarily to identify the primary obstacles that individuals face in their career paths, to assess how Personal Development Planning (PDP) and personal branding can serve as purposeful responses to these obstacles, and to synthesize findings on how these strategies together enhance employability, career insight, and ongoing professional development.  This study presents a structured synthesis of 27 scholarly works examining the effectiveness of personal branding and professional development planning (PDP) across diverse sectors, including higher education, journalism, public service, tourism, and digital media. Drawing on both empirical and conceptual research, the review identifies key interventions and strategic functions, classifying their outcomes as effective, ineffective, or contextually dependent. The findings suggest that effective personal branding hinges on authenticity, cultural alignment, and structured implementation, often resulting in enhanced employability, identity clarity, and strategic visibility. However, challenges persist, including branding fatigue, institutional rigidity, cultural misfit, and the lack of validated measurement tools. Studies also reveal psychological costs associated with overbranding and ethical concerns in identity management. This review underscores the importance of context-sensitive, measurable, and supportive branding frameworks, and calls for greater integration of narrative-building tools in formal education and career development systems
ANALISIS PERAN STRATEGI PEMASARAN GLOBAL DAN MANAJEMEN RITEL DIGITAL TERHADAP KEPUASAN NASABAH PADA PT AGRODANA FUTURES Ahnaf, Muhammad; Zawawi, Zawawi
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.402

Abstract

This study aims to thoroughly examine the role of global marketing strategies and digital retail management in enhancing customer satisfaction at PT Agrodana Futures. In the context of a rapidly evolving financial services industry, marked by intense global competition, companies are required to integrate cross-border marketing approaches with efficient, technology-based service systems that are responsive to the needs of modern customers. This research focuses on how the synergy between global marketing strategies and digital service transformation can generate added value, improve interaction quality, and increase overall customer satisfaction. The research employs a descriptive approach, utilizing data collection techniques including direct observation, semi-structured interviews, and documentation. These techniques were chosen to gather in-depth contextual information from both internal company operations and the real experiences of customers and management involved in the marketing and service delivery process. The core of the study explores how the integration of cross-national marketing initiatives with digital service systems affects customer perception, enhances information accessibility, and strengthens long-term customer relationships. The findings reveal that adaptive global marketing strategies, when combined with responsive and digitally integrated service management, have a positive and significant impact on customer perception, service convenience, and satisfaction levels. These results underscore the importance of aligning strategic marketing with efficient customer service systems as a foundation for building sustainable customer loyalty. This research is expected to provide both conceptual and practical insights for financial service providers in designing relevant, innovative, and customer-oriented strategies in today’s digital and globalized landscape
EFEKTIVITAS TARIF HIBRIDA DALAM MENJANGKAU SEGMEN TAMU BERBASIS AFILIASI PEMESANAN KAMAR Sukardi, Sukardi; Wibowo, Andri
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.403

Abstract

This study aims to analyse the effectiveness of implementing a hybrid rate strategy in reaching various guest segments based on room booking affiliation in the hotel industry in Indonesia. Hybrid rates combine static and dynamic rate elements that allow hotels to adjust prices according to the characteristics of booking channels and customer needs. A qualitative approach was used in this study through a guided survey of key informants consisting of hotel managers and leaders in various regions. The study's results indicate that hybrid rates are most effectively applied to the OTA, travel agent, and individual customer segments that are responsive to price changes. Meanwhile, the corporate and government segments still require a more stable rate structure, although it can be adjusted through contract negotiations and seasonal offers. The main obstacles in implementing this strategy include the limitations of the hotel's technology system, differences in customer perceptions of price, and difficulties in communicating rate policies transparently. This study concludes that the success of hybrid rates is largely determined by the hotel's ability to map the characteristics of booking affiliations, manage the price distribution system consistently, and build effective communication with customers
PENGARUH HARGA DAN KEPRIBADIAN MEREK TERHADAP NIAT BELI DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI: STUDI PADA PENGGUNA PRODUK SCARLETT WHITENING Purnomo, Hari; Raharjo, Raharjo
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.404

Abstract

This study analyzes the influence of price and brand personality on purchase intention with brand image as a mediating variable among Scarlett Whitening product users. The research uses quantitative methods with PLS-SEM analysis on 120 respondents who meet the criteria of being at least 17 years old and having used Scarlett Whitening products. The results show that price and brand personality have positive and significant effects on both brand image and purchase intention, while brand image has a positive but not significant effect on purchase intention. These findings indicate that price perception and brand personality play important roles in shaping consumer purchase intention. The research model proves valid in explaining consumer behavior towards Scarlett Whitening products
PENGARUH SHORT-FORM VIDEO TERHADAP PERILAKU KONSUMEN: SEBUAH SYSTEMATIC LITERATURE REVIEW Lestari, Dea Delia
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.405

Abstract

The development of social media has driven the popularity of short-form video (SFV) as one of the most influential forms of digital content in shaping consumer behavior. This study aims to identify the elements in SFV that influence consumer behavior as well as analyze how research trends in this field have developed in recent years. The method used is Systematic Literature Review (SLR) by reviewing nine scientific articles published by Scopus that are relevant to the topic. The results of the analysis showed that SFV influences consumer behavior through psychological and social factors, such as influencer personas, shared values, emotional responses, FoMO (), as well as perceptions of luxury. In addition, it was found that variables such as self-openness, religiosity, and cultural values play a role as mediators or moderators in these relationships. The study also reveals that research trends are shifting from a descriptive approach to more complex behavioral modeling, with a primary focus on the TikTok platform. The results of this study are expected to make a conceptual and practical contribution in understanding consumer dynamics in the era of short video content
DIGITAL MARKETING SEBAGAI SOLUSI KEBERLANJUTAN UMKM PADA PERSPEKTIF NEGARA BERKEMBANG: SYSTEMATIC LITERATURE REVIEW Dafina, Risty Rahma
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.409

Abstract

Digitalization and business sustainability have become two critical issues in the development of Micro, Small, and Medium Enterprises (MSMEs). Digital transformation presents both opportunities and challenges for MSMEs to grow and remain resilient through the adoption of technology. This study aims to analyze the role of digital marketing in supporting the sustainability of MSMEs. The method employed is a Systematic Literature Review using the PRISMA approach on 17 selected articles sourced from the Scopus database, covering the period from 2018 to 2025. The findings indicate that digital marketing significantly impacts competitiveness, innovation, and the sustainability of MSMEs. Supporting factors such as technology, human resource capabilities, and policy support play a crucial role in the successful implementation of digital marketing in MSMEs
KUALITAS LAYANAN, KEPUASAN DAN LOYALITAS NASABAH PADA PERUSAHAAN PERGADAIAN DI KOTA BATAM Ichtiar, Dollmart; Nugroho , Marno
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.407

Abstract

The purpose of this study aims to analyze the effect of Service Quality on Customer Loyalty through Customer Satisfaction in the financial services sector of pawnshops. Using quantitative research with customer respondents at pawnshops in Batam City. Using the Structural Equitation Model (SEM) analysis technique - Smart Pls Version 3.0 By using a questionnaire distribution to a sample of 100 respondents. Based on the results of the study, it can be explained that the higher the quality of service will have a positive impact on customer satisfaction but does not have a direct effect on Customer Loyalty, increasing customer satisfaction has a positive impact on customer loyalty. The service quality variable has a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable.
THE INFLUENCE OF INFLUENCER MARKETING, BRAND AWARENESS, AND VIRAL MARKETING ON PURCHASE DECISIONS OF SCARLETT PRODUCTS (A SURVEY OF THE COMMUNITY IN KUNINGAN REGENCY): A Survey of the Community in Kuningan Regency Oktaviani, Winda; Gunawan, Wely Hadi
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.408

Abstract

Major changes in society were the result of technological advancements that had influenced all aspects of civilization and culture. Various types of information could be easily accessed. Many companies had utilized social media to market or promote their products, allowing them to attract a large number of consumers in making purchasing decisions—one example being the decision to purchase Scarlett beauty products. The purpose of this study was to determine the influence of influencer marketing, brand awareness, and viral marketing on purchase decisions (a survey of Scarlett users in Kuningan Regency). This research was a descriptive quantitative study. The population in this study consisted of the community in Kuningan Regency. The sample comprised 100 individuals. The sampling technique used in this study was non-probability sampling. Data were collected using a questionnaire with a value range of 1 to 10. Data analysis was carried out using multiple linear regression analysis with the assistance of SPSS 25 software. The results of this study showed that: (1) Influencer Marketing, Brand Awareness, and Viral Marketing simultaneously influenced purchase decisions; (2) Influencer Marketing influenced Purchase Decisions; (3) Brand Awareness influenced Purchase Decisions; and (4) Viral Marketing influenced Purchase Decisions.
KETERAMPILAN KARYAWAN DAN KINERJA OPERASIONAL PADA USAHA KULINER: KETAHANAN INTERNAL SEBAGAI VARIABEL MEDIASI Fausya, Riza; Sutrino, Sutrino; Yulianti , Rika; Ismail , Junaldi; Zaitul, Zaitul
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.410

Abstract

This study aims to examine the influence of employee skills on operational performance in Minang culinary micro, small, and medium enterprises (MSMEs) in Padang City, with internal resilience serving as a mediating variable. A quantitative approach was applied, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both the measurement and structural models. A total of 49 respondents were selected through simple random sampling. The findings reveal that employee skills significantly affect internal resilience but do not directly impact operational performance. Conversely, internal resilience has a significant influence on operational performance and mediates the relationship between employee skills and business outcomes. These results highlight the importance of strengthening internal organizational systems to ensure that individual competencies translate into improved performance. The practical implication of this study suggests the need for integrated human resource development strategies aligned with internal resilience to support the sustainability of local MSMEs.

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