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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 355 Documents
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PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP PERILAKU IMPULSE BUYING Jerry Sastiawan Perdana; Meiffa Herfianti
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

The development of digital technology and social media has led to significant changes in consumer behavior, particularly among Generation Z. TikTok Shop, as a social commerce platform, utilizes live streaming and flash sale features as major marketing strategies to attract consumers’ attention. These features are considered capable of creating emotional stimulation and a sense of urgency that can trigger impulse buying behavior. This study aims to analyze the effect of live streaming and flash sale on impulse buying behavior on TikTok Shop (A Study on Generation Z at Universitas Muhammadiyah Bengkulu). This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Generation Z students at Universitas Muhammadiyah Bengkulu and analyzed using statistical tests, including t-tests and F-tests, to determine the partial and simultaneous effects among variables. The method used was proven to be effective in measuring the relationship between live streaming, flash sale, and impulse buying behavior. The results show that the live streaming variable (X1) has a positive and significant effect on impulse buying behavior with a significance value of 0.002 < 0.05, indicating that Ha is accepted and Ho is rejected. The flash sale variable (X2) also has a positive and significant effect on impulse buying behavior with a significance value of 0.000 < 0.05, indicating that Ha is accepted and Ho is rejected. Simultaneously, live streaming and flash sale have a significant combined effect on impulse buying behavior on TikTok Shop. This indicates that the combination of real-time interaction, attractive product visualization, limited- time promotions, and exclusive offers encourages consumers to make spontaneous purchases without prior planning. The conclusion of this study confirms that marketing strategies through live streaming and flash sale are proven to be successful, effective, and play an important role in increasing impulse buying behavior among Generation Z at Universitas Muhammadiyah Bengkulu. Therefore, this study provides empirical evidence that the integration of live streaming and flash sale is a key factor in shaping impulsive buying behavior in the digital era. Keywords: live streaming, flash sale, impulse buying, TikTok Shop, Generation Z
PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP CUSTOMER LOYALTY Loga Jevana; Ratnawili Ratnawili
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of customer experience and brand trust on customer loyalty toward Kahf skincare products among Generation Z on TikTok Shop. The research employed a quantitative approach using a survey of 120 respondents who had purchased Kahf products through TikTok Shop. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that customer experience and brand trust partially and simultaneously have a positive and significant effect on customer loyalty. These findings confirm that a positive shopping experience and strong brand trust are key factors in building customer loyalty among Generation Z in e-commerce platforms. Keywords: Customer Experience, Brand Trust, Customer Loyalty.
ANALISIS KINERJA BAWASLU KOTA BENGKULU DALAM PENYELESAIAN LAPORAN SENGKETA Apriansyah Apriansyah; Rosidin Rosidin
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

Regional head elections are a means of realizing people’s sovereignty in Indonesia’s democratic system, and therefore must be conducted in a fair, honest, and transparent manner. In the electoral process, disputes between parties often arise and require the role of the Election Supervisory Body (Bawaslu) as both a supervisory institution and a dispute resolution body. This study aims to analyze the performance of Bawaslu of Bengkulu City in resolving dispute reports involving Bengkulu mayoral candidate Ariyono Gumay. This research employs a qualitative approach with a case study method. Data were collected through observation, interviews, and documentation, while data validity was tested using triangulation. Performance analysis was conducted based on indicators of quality, quantity, and cooperation. The results show that the performance of Bawaslu of Bengkulu City in resolving disputes is relatively good. In terms of quality, Bawaslu has carried out the dispute resolution process in accordance with applicable procedures and regulations. In terms of quantity, dispute reports were handled systematically and in a timely manner. In terms of cooperation, Bawaslu established coordination with the KPU, law enforcement agencies, and the community. However, greater public outreach is still needed regarding electoral dispute resolution mechanisms. Overall, Bawaslu’s performance contributes to maintaining the integrity and credibility of the regional election process in Bengkulu City. Keywords: performance, Bawaslu, electoral disputes, regional elections, election supervision.
ANALISIS PENGARUH ARTIFICIAL INTELLIGENCE (AI) DAN KOMPETENSI DOSEN TERHADAP PROSES PEMBELAJARAN Rini Mustika; Islamuddin Islamuddin
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of Artificial Intelligence (AI) and Lecturer Competence on the Learning Process of Students at the Faculty of Economics and Business, Muhammadiyah University of Bengkulu. This research is quantitative. The population of this study was 1,054 active students at the Faculty of Economics and Business. The sampling technique used was Proportionate Stratified Random Sampling, meaning the total sample for each class was determined proportionally. Therefore, the sample size for this study was 200 students. Based on the t-test, the calculated t-value for the Artificial Intelligence (AI) variable was 3.777, which was greater than the t-table value of 1.960, with a t-probability of 0.000, which is less than the significance limit of 0.05. Based on the test results, the Artificial Intelligence (AI) variable has a positive and significant effect on the learning process. For the Lecturer Competence variable, the calculated value is 4.493, which is greater than the t-table value of 1.960, with a t-probability of 0.000, which is less than the significance limit of 0.05. Based on these test results, the lecturer competency variable has a positive and significant effect on the learning process. Based on the F-test results, the calculated F-value is 56.107, which is greater than the F-table value of 2.65, with a sig value of 0.000, which is less than 0.05. This indicates that Ho is rejected and Ha is accepted. This means that Artificial Intelligence (AI) and Lecturer Competence simultaneously have a positive and simultaneous effect on the learning process variable. Keywords: Artificial Intelligence (AI), Lecturer Competence, and Learning Process
THE EFFECT AUDIT COMMITTEE AND INDEPENDENT COMMISSIONER ON EARNINGS MANAGEMENT Asrie Dyah; E. Novita; Nikmah Nikmah
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aimed to examine the effect of audit committee, independent commissioner  on earnings management. The sample in this study are banking   in   Southeast Asia of period 2017- 2021. The data used in this study is secondary data obtained from the financial data at  banking  website.  The number  of samples  in  this  study are 52  banks.  Data  analysis  was  performed  with  multiple regression analysis using SPSS version 23. The result showed that audit committee, independent commisioners has no effect on earnings management.  Key Words: Earnings Management, Audit Comitte, Independent Commisioners
PENGARUH CONTENT MARKETING DAN BRAND AWARENESS TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN Leonita Ristiani; Adi Sismanto
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of content marketing and brand awareness on trust in order to increase purchasing decisions for Skintific skincare among Generation Z. Case study: Pematang Gubernur sub-district. Data was analyzed using path analysis to test the direct and indirect relationships between the independent variables (content marketing and brand awareness), the mediating variable (trust), and the dependent variable (purchase decision). The problems found in this study are consumer dissatisfaction with Skintific products due to overly high expectations from content marketing promotions on social media, product incompatibility with some consumers causing irritation, relatively higher product prices compared to other brands, and fierce competition in the skincare industry. Although Skintific's brand awareness is quite strong, it has not been able to fully increase the trust and purchasing decisions of Generation Z consumers. The results show that Content Marketing and Brand Awareness have a positive and significant effect on trust, with path coefficients of 0.880 and 0.815, respectively. Additionally, trust acts as a significant mediating variable in increasing the purchase decision for Skintific skincare. Content Marketing and Brand Awareness have also been proven to have an indirect influence on purchasing decisions through trust, with coefficients of 0.879 and 0.801, respectively. Trust in skincare skintific purchasing decisions among Generation Z in Pematang Gubernur Village has a coefficient of 0.890 or 89% with a significance level of 0.000 < 0.050, so Ho is rejected. Keywords: Content Marketing, Brand Awareness, Trust, Purchase Decision
PENGARUH CUSTOMER VALUE, CUSTOMER EXPERIENCE, DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN Harsen Subakti; Ratnawili Ratnawili
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

Customer loyalty is one of the key elements in business sustainability in an increasingly competitive and dynamic market. The aim of this study is to determine whether Customer Value, Customer Experience, and Customer Trust have a positive effect on Customer Loyalty (Case Study on Consumers of Jhon Motor Workshop Padang Jati, Bengkulu City). This research uses a quantitative approach. The sampling in this study was carried out using a total sampling method with a sample size of 95 customers. The researcher used questionnaire and documentation data collection techniques. The results of the study show that (1) Customer Value has a positive effect on customer loyalty at Jhon Motor Workshop Padang Jati with a significance value of 0.000 < 0.05 and t count > t table or 6.635 > 1.669; (2) Customer experience has a negative effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.005 < 0.05 and calculated t > table t or 4.490 > 1.669; (3) Customer trust has a negative effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.002 < 0.05 and calculated t > table t or 4.415 > 1.669; (4) Customer Value, Customer experience, and Customer trust have a positive effect on customer loyalty at Jhon Motor Padang Jati workshop with a significance value of 0.000 < 0.05. These research results can provide input for service business actors, such as workshops, in improving service quality through understanding customer behavior.  Keywords: Customer Loyalty, Customer Value, Customer Experience, and Customer Trust
PENGARUH E-SERVICE QUALITY DAN E-SATISFACTION TERHADAP REPURCHASE INTENTION Shinta Shinta; Onsardi Onsardi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

Repurchase Intention refers to consumers’ behavioral tendency to make repeat purchases after gaining prior shopping experience. In the context of e-commerce, Repurchase Intention is influenced by perceived electronic service quality (E-Service Quality) and electronic customer satisfaction (E-Satisfaction). TikTok Shop, as a social commerce–based e-commerce platform, is required to deliver high-quality services and create user satisfaction in order to maintain consumers’ repurchase interest. This study aims to examine the effect of E-Service Quality and E-Satisfaction on Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu. This research is a quantitative study with a descriptive approach. The population of this study consisted of 328 undergraduate students (cohort 2022) of the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu, who use TikTok Shop. The sampling technique used was a census, in which all 328 students were included as the sample. Data were collected through questionnaires, and data analysis was conducted using multiple linear regression analysis, accompanied by classical assumption tests, partial tests (t-test), and simultaneous tests (F-test). The results show that E-Service Quality and E-Satisfaction have a positive and significant effect on Repurchase Intention. Partially, E-Service Quality has a significant effect on Repurchase Intention, and E-Satisfaction also shows a significant effect on Repurchase Intention. Simultaneously, E-Service Quality and E-Satisfaction significantly influence Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu. Based on these findings, it can be concluded that E-Service Quality and E-Satisfaction, both partially and simultaneously, have a positive and significant effect on Repurchase Intention among student users of TikTok Shop at the Faculty of Economics and Business, Universitas Muhammadiyah Bengkulu.. Keywords: E-Service Quality, E-Satisfaction, Repurchase Intention, TikTok Shop
PENGARUH GREEN PACKAGING TERHADAP GREEN BRAND LOVE DI MODERASI PERCEIVED ETHICAL QUALITY Nala Ratih; Islamuddin Islamuddin
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the Effect of Green Packaging on Green Brand Love in Moderation of Perceived Ethical Quality on Wardah Consumers in Bengkulu City. This study uses a quantitative approach with a survey method, where data is obtained through distributing questionnaires to Wardah consumers in Bengkulu City. Data analysis techniques used include SEM-PLS analysis with the help of statistical programs. Based on the results of the SEM-PLS analysis, it shows that green packaging has a positive and significant effect on green brand love on Wardah consumers in Bengkulu City with a path coefficient value of 0.462, a t-statistic value of 5.214 (>1.96) and a p-value of 0.000 (<0.05). These results indicate that the better consumer perception of environmentally friendly packaging used by Wardah products, the higher the level of consumer love for the brand. The results of the study indicate that perceived ethical quality has a positive and significant effect on green brand love with a path coefficient value of 0.389, a t-statistic of 4.103 (>1.96) and a p-value of 0.000 (<0.05). This indicates that the higher the consumer perception of the ethical quality of a product, the higher the level of consumer love for the Wardah brand. Based on the results of the moderation test, it shows that perceived ethical quality is able to moderate the relationship between green packaging and green brand love with an interaction coefficient value of 0.214, a t-statistic of 2.487 (>1.96) and a p-value of 0.013 (<0.05). This indicates that perceived ethical quality strengthens the influence of green packaging on green brand love among Wardah consumers in Bengkulu City. Keywords: Green Packaging, Green Brand Love, Perceived Ethical Quality, Wardah
PENGARUH BRAND AMBASSADOR HEARTS2HEARTS DAN KOMUNIKASI PERSUASIF BEAUTY ADVISOR TERHADAP KEPUTUSAN PEMBELIAN Nelly Nelly; Mardhiyah Dwi Ilhami
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of Hearts2Hearts Brand Ambassadors and Beauty Advisor Persuasive Communication on Barenbliss Cosmetics Purchase Decisions among Faculty of Economics and Business, Muhammadiyah University of Bengkulu. The research method used was quantitative with a multiple linear regression approach. Data were collected through questionnaires distributed to 141 respondents, who were Barenbliss Cosmetics consumers and undergraduate students from the 2022-2024 intake at Faculty of Economics and Business, Muhammadiyah University of Bengkulu. The results showed a positive and significant influence of Hearts2Hearts Brand Ambassadors on Purchase Decisions, indicating that the stronger the Brand Ambassador's role, the higher the consumer's purchase decision. Furthermore, Beauty Advisor Persuasive Communication also positively influenced Purchase Decisions, indicating that the better the communication from the Beauty Advisor, the higher the consumer's purchase decision. Simultaneously, the Hearts2Hearts Brand Ambassadorand Beauty Advisor Persuasive Communication jointly influenced Purchase Decisions, with a significance value of F-value of 0.000 < 0.05. The results of this study conclude that Hearts2Hearts Brand Ambassadorand Beauty Advisor Persuasive Communication have a partial and simultaneous influence on Purchase Decisions among FEB students at Barenbliss Muhammadiyah University of Bengkulu. Keywords: Hearts2Hearts Brand Ambassador, Persuasive Communication, Beauty Advisor, Purchase Decision, Barenbliss

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