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Jurnal Entrepreneur dan Manajemen Sains
Published by Universitas Muhammadiyah Bengkulu
ISSN : -     EISSN : 27215415     DOI : https://doi.org/10.36085/jems.v3i2
Core Subject : Economy, Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
The scopes of the journal include, but not limited to, the following areas: corporate governance, human resource management, strategic management, entrepreneurship, marketing, e-business, services, information technology management, production & operations management, financial management, decision analysis, management research methods and managerial economics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 257 Documents
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PENGARUH KEMUDAHAN DAN KEAMANAN TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PENGGUNA QRIS BRI Zella, Zella; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of ease of use and security on trust to enhance the decision to use QRIS BRI among Generation Z users in the Gading Cempaka District, Bengkulu City. The data were analyzed using path analysis to examine both the direct and indirect relationships between the independent variables (ease of use and security), the mediating variable (trust), and the dependent variable (QRIS BRI user decisions). The study identifies several issues, including the low adoption rate of QRIS BRI among Generation Z due to users’ limited understanding of the payment system, concerns about data security, and a lack of transparency regarding transaction fees, which potentially reduces user trust. The results indicate that ease of use and security have a positive and significant effect on user trust, with path coefficients of 0.511 and 0.525, respectively. Furthermore, trust acts as a significant mediating variable in enhancing the decision to use QRIS BRI, with an influence coefficient of 0.624. Ease of use and security also have an indirect effect on user decisions through trust, with coefficients of 0.563 and 0.633, respectively. The impact of trust on QRIS BRI user decisions among Generation Z users in Gading Cempaka District, Bengkulu City, is reflected in the β coefficient of 0.383 (38.3%), with a significance level of 0.000 < 0.050, leading to the rejection of H0. This indicates a positive and significant effect of ease of use on QRIS BRI user decisions. Keywords: Ease of Use, Security, Trust, User Decisions, QRIS BRI
PENGARUH SELEBRITI ENDORSE DAN ISLAMI BRANDING TERHADAP LOYALITAS KONSUMEN DI 212 MART KOTA BENGKULU Helfiliani, Juita; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

The increasing competition in the business world compels producers to develop more effective marketing strategies to attract and maintain consumer loyalty to their products. Producers are not only required to produce high-quality products but are also expected to meet consumer needs and preferences by offering various relevant product choices. This study aims to determine the influence of celebrity endorsers and Islamic branding on consumer loyalty at 212 Mart in Bengkulu City.This research adopts a descriptive quantitative approach and is conducted at 212 Mart in Bengkulu City. The sampling method used was accidental sampling, with a total of 100 respondents. The data collection was carried out through questionnaires. The data analysis techniques included the multiple linear regression analysis, determination coefficient analysis, and hypothesis testing. Based on the processed data, the regression equation obtained through SPSS computation is Y = 3.064+0.302 X1 +0.440 X2 + e, with an R Square (R²) value of 0.669, indicating that the independent variables contribute 66.9% to the dependent variable. The hypothesis test results show that celebrity endorsers and Islamic branding together have a positive and significant influence on consumer loyalty at 212 Mart in Bengkulu City. Keywords: Celebrity Endorser, Islamic Branding, and Consumer Loyalty
PENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE Puspita, Dila
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

In today's evolving era, many changes occur with various products emerging to meet market demands, leadi ng many women to enhance their beauty by caring for their skin and face. One common way women take care of their skin and face is by using skincare and body care products. The use of these products can boost women's self-confidence, as they help maintain healthy and well-cared- for skin and facesThis study aims to examine the influence of celebrity testimonials in live streaming and brand image on purchase decisions on Shopee E-commerce, with a case study on Scarlett Whitening products in Cempaka Permai Village, Gading Cempaka District, Bengkulu City This research is a quantitative descriptive study, with the population consisting of Scarlett Whitening product users in the area. The sampling method used was proportional sampling, with a total of 110 respondents. Data collection was carried out using questionnaires Data analysis techniques included multiple linear regression analysis, the coefficient of determination, and hypothesis testing. Based on the processed data, the regression equation obtained using SPSS 25 is: Y2389 0.216 X1 +0.770 X2 ei, with an R Square (R³) value of 0.878. This value indicates that the independent variables contribute 87 8% to influencing the dependent variable. The hypothesis test results show that live streaming and brand image together have a positive and significant effect on purchase decisions for Scarlett Whitening users in Cempaka Permai Village, Gading Cempaka District, Bengkulu City. Keywords: Live Streaming, Brand Image, and Purchase Decision.
STUDI SEMIOTIKA TENTANG STRATEGI BRAND STORYTELLING DALAM MEMBANGUN BRAND IMAGE DAN BRAND EQUITY PADA INDUSTRI SKINCARE Farida, Ayu; Azhar, Andi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze how the brand storytelling strategy employed by the skincare brand Wardah influences brand image and the formation of brand equity. The research adopts a qualitative descriptive method, utilizing Roland Barthes' semiotic analysis to examine the denotative and connotative meanings in advertisements. The study focuses on how visual, verbal, and narrative signs used in brand storytelling strategies shape consumer perceptions of skincare brands. The findings indicate that semiotic elements such as colors, symbols, language, and narratives play a crucial role in creating a strong brand image and enhancing brand equity. This research also reveals that storytelling aligned with relevant values can strengthen the emotional bond between the brand and consumers, positively impacting consumer loyalty. Additionally, the advertisements emphasize that beauty comes from within-not only in terms of physical appearance but also in the form of self-confidence and personal comfort. Keywords: Semiotic Study, Brand Storytelling, Brand Image, and Brand Equity
PENGARUH KEMUDAHAN PENGGUNAAN DAN RISIKO TERHADAP MINAT MENGGUNAKAN LAYANAN MOBILE BANKING Ahsyar, Efan Tri
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

Public interest in using mobile banking services is influenced by various factors, including ease of use and risk. This study aims to analyze the influence of ease of use and risk on the interest in using mobile banking services among customers of BRI Bank Kota Manna Branch, South Bengkulu Regency. The research method is quantitative with a survey approach. The population of the study consists of all customers of BRI Bank Kota Manna Branch, South Bengkulu Regency. The sample size is 77 respondents. Data were collected through questionnaires distributed to customers and then analyzed using multiple linear regression techniques. The results showed that ease of use has a positive and significant influence on the interest in using mobile banking services. This means that the easier the mobile banking service is to use, the higher the customers' interest in using it. Meanwhile, risk has a negative and significant influence on the interest in using mobile banking services, indicating that the higher the perceived risk, the lower the customers' interest in using the service. This study confirms that to increase interest in using mobile banking services, BRI Bank needs to ensure ease of access and use while minimizing risks by enhancing system security and educating customers about data protection and digital transactions. Keywords: Ease of Use, Risk, Interest in Using
PENGARUH PERENCANAAN SDM, REKRUTMEN, SELEKSI DAN PENEMPATAN TERHADAP KINERJA KARYAWAN PADA PT. EJUKHA KOTA BENGKULU Permatasari, Dea Indah
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

Employee performance in companies operating in the contracting, construction and property sectors is influenced by various factors, including HR planning, recruitment, selection and placement. This research aims to analyze the influence of HR planning, recruitment, selection and placement on employee performance at PT. Ejukha, Bengkulu City. The research method is quantitative with a survey approach. The research population was all employees of PT. Ejukha, Bengkulu City. The total sample was 40 people. Data was collected through questionnaires distributed to company employees using t-test technique variable Human Resource Planning t-value = 4.104> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. Recruitment t-value = 4,000> t-table value = 1,688 or Sig = 0.000 <α value = 0.05. Selection t-value = -8.872> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. Placement t-value = 19.784> t-table value = 1.688 or Sig = 0.000 <α value = 0.05. The research results show that the influence of HR planning, recruitment, placement has a positive and significant effect on employee performance. This means that the higher the HR planning, recruitment and placement, the more employee performance will improve. Meanwhile, selection has a negative and significant effect on employee performance, which means that increasing company selection will have an impact on decreasing employee performance. This research confirms that to improve HR planning, recruitment, selection and placement of employee performance in order to achieve company success. Keywords: HR Planning, Recruitment, Selection, Placement, Employee Performance
EFEKTIVITAS LAYANAN KELUHAN DAN RATING KONSUMEN TERHADAP KEPUASAN PELANGGAN SHOPEE INDONESIA Lasmini, Ayu Dwi; Azhar, Andi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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This study aims to analyze the influence of complaint services and consumer ratings on customer satisfaction by considering the mediating role of affective commitment. Data were obtained from respondents in Bengkulu Province and analyzed using the Structural Equation Modeling (SEM) method with AMOS software. The results of the study showed that the complaint service had a positive but not significant influence on customer satisfaction. This means that these service improvements do not directly improve customer satisfaction. In contrast, consumer ratings have a negative but significant influence, indicating that a less transparent rating system can lower customer satisfaction. Affective commitment has been shown to have a significant effect on customer satisfaction, but does not mediate the relationship between complaint service and consumer ratings on customer satisfaction.   These findings indicate that Shopee needs to improve the transparency and reliability of its rating system, as well as improve its complaint service to be more responsive and effective. With a better strategy, Shopee can increase customer satisfaction and strengthen user loyalty.  Keywords: Customer Satisfaction, Complaint Service, Consumer Rating, Affective Commitment, Shopee.
PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPATU MEREK SKECHERS Amano, Mogi; Ilhami, Mardhiyah Dwi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

Consumer purchase decisions are influenced by various factors, including brand awareness and brand image. This study aims to analyze the influence of brand awareness and brand image on the purchase decisions of Skechers shoes at the Sport Station shoe store in Bencoolen Mall, Bengkulu City. This research employs a quantitative method with a survey approach. The study's respondents consisted of 84 consumers of the Sport Station store. Data were collected through questionnaires and analyzed using multiple linear regression techniques. The results show that brand awareness has a positive and significant effect on purchase decisions. This means that the higher the consumer awareness of the Skechers brand, the greater the likelihood of purchasing the product. Additionally, brand image also has a positive and significant impact on purchase decisions, indicating that a strong brand image can enhance consumer interest and trust in choosing Skechers products. This study confirms that brand awareness and brand image are crucial factors in influencing consumer purchase decisions. Therefore, marketing strategies that strengthen brand awareness and build a positive image of Skechers should be continuously optimized to increase consumer purchases. Keywords: Brand Awareness, Brand Image, Purchase Decision
PENGARUH DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW PADA TOKO MY LOVA BENGKULU Indriyani, Res; Ratnawili, Ratnawili
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of digital marketing, electronic word of mouth (e-WOM), and lifestyle on the purchase decision of Glad2Glow skincare products at the My Lova Bengkulu Store. In addition, this study also seeks to identify the most dominant factors in influencing consumer purchase decisions. This research was conducted from November to December 2024 with a quantitative approach. The sample of this study is 170 consumers of Glad2Glow skincare products who shop at the My Lova Bengkulu Shop. The sampling technique used is probability sampling, so that every individual in the population has an equal opportunity to be selected as a respondent. Data analysis was carried out using the Multiple Linear Regression method processed through the SPSS 24 for Windows software. Based on the results of multiple linear regression, the regression equation form Y = 3.584 + 0.779 () + 0.171 (X2) + 0.285 (X3), where Y is the purchase decision, X₁ is digital marketing, X₂ is electronic word of mouth, and X₃ is lifestyle. In addition, the results of the analysis showed that the value of the determination coefficient (R Square, R²) was 0.858 or 85.8%, which means that the three independent variables together were able to explain 85.8% of the variability of the purchase decision, while the remaining 14.2% was influenced by other factors not included in this study. Based on the results of the research, it can be concluded that digital marketing, electronic word of mouth, and lifestyle have a positive and significant influence both partially and simultaneously on the purchase decision of Glad2Glow skincare products at the My Lova Bengkulu Store. Digital marketing is the most dominant factor in influencing consumer purchase decisions. These findings show that an effective digital marketing strategy, support from a good e-WOM, and the suitability of consumers' lifestyles with the products offered can improve skincare product purchase decisions. Keywords: Digital Marketing, Electronic Word Of Mouth, Lifestyle and Purchase Decisions.
PENGARUH VIRAL MARKETING, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THRIFTING DI KOTA BENGKULU Wijayani, Juwita Ayu; Ekowati, Sri
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 6 No. 2 (2025): Juli
Publisher : UM. Bengkulu

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This study aims to determine the effect of Viral marketing, product quality, and price on Thrifting purchasing decisions in Bengkulu city (Case study on UMB students of the faculty of economics and business). This research was conducted in January 2025 until completion. The method used in this research is quantitative method. The sample in this study amounted to 78 respondents. Sampling in this study using Purposive Cluster Random Sampling. With multiple linear regression data analysis. Based on the results of this study, it shows that viral marketing variables have a positive and significant effect on purchasing decisions, product quality variables have a positive and significant effect on purchasing decisions and prices have a positive and significant effect on Thrifting purchasing decisions in Bengkulu city for UMB students, faculty of economics and business. Keywords: Viral Marketing, Product Quality, Price, and Purchasing Decisions

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