cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Dewi Sri Surya Wuisan
Contact Email
dewi.wuisan@uph.edu
Phone
+6221-5460901
Journal Mail Official
ncbma@uph.edu
Editorial Address
Kampus Universitas Pelita Harapan Gedung F lantai 12 Jl. M.H. Thamrin Boulevard 1100, Tangerang, Banten 15811
Location
Kota tangerang,
Banten
INDONESIA
Proceeding National Conference Business, Management, and Accounting (NCBMA)
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 29624479     DOI : -
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Prosiding National Conference Business, Management, and Accounting (NCBMA) berisi artikel-artikel ilmiah dari para peneliti secara nasional yang mengikuti konferensi NCBMA yang diadakan rutin setiap tahun oleh Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan. Prosiding National Conference Business, Management, and Accounting (NCBMA) terbagi atas beberapa lingkup bidang keilmuan, meliputi manajemen strategis, manajemen SDM, manajemen keuangan, manajemen kewirausahaan, manajemen pemasaran, dan akuntansi.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 235 Documents
 8   9   10   11   12 
Search results for , issue "7th National Conference Business, Management, and Accounting" : 235 Documents clear
EFEKTIVITAS INSTRAGRAM MEDIA DINAS PARIWISATA BANTUL DALAM MENINGKATKAN MINAT KUNJUNGAN WISATAWAN NUSANTARA KE PANTAI GOA CEMARA Putri, Emmita Devi Hari; Yulianto, Atun; Hadi, Wisnu
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kabupaten Bantul yang terletak di Provinsi Daerah Istimewa Yogyakarta Indonesia, memiliki beragam potensi wisata termasuk wisata alam dan taman, gumuk pasir, pantai, bukit dan puncak, air terjun, museum, dan wisata budaya. Di antara destinasi wisata pantai yang populer di Bantul adalah Pantai Parangtritis, Depok, Parangkusumo, Goa Cemara, Cemara Sewu, Samas, Pandansimo, Kuwaru, dan Pantai Baru. Salah satu strategi penting dalam meningkatkan jumlah kunjungan wisatawan adalah melalui upaya promosi menggunakan media sosial. Kampanye media sosial merupakan kegiatan yang dilakukan untuk mempromosikan produk atau layanan melalui platform media sosial. Pelaksanaan kampanye media sosial melibatkan pembuatan konten menarik, penggunaan hashtag relevan, dan kerja sama dengan influencer. Ini adalah salah satu cara efektif untuk menarik perhatian dan minat wisatawan untuk mengunjungi destinasi wisata di Bantul. Tujuan dari penelitian ini adalah untuk menganalisis efektivitas media sosial Instagram Dinas Pariwisata Bantul (X1) dan media sosial lainnya (X2) terhadap minat  wisatawan (Y) di Pantai Goa Cemara Bantul Yogyakarta. Metode penelitian yang digunakan yaitu metode kuantitatif, menggunakan sumber data primer dan data sekunder. Responden penelitian diambil dari populasi pengunjung pantai Goa Cemara dengan sistem quota sampling sebanyak 200 responden. Hasil penelitian ini menunjukkan bahwa media sosial Dinas Pariwisata Bantul berperan penting dalam meningkatkan minat wisatawan terhadap Pantai Goa Cemara. Media sosial khususnya Instagram menjadi sarana yang efektif untuk mempromosikan Pantai Goa Cemara kepada wisatawan.
LIKE, COMMENT AND SHARE: THE INTERPLAY OF SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND PERSONALITY Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Although there is a lot of research that discusses social media marketing, there is still not much that discusses the relationship between social media marketing and brand personality, especially not yet found research on social media marketing and brand personality involving brand gestalt variables. Therefore, this study aims to analyze the influence of social media marketing (SMM) on brand personality with brand gestalt as mediating variable on Starbucks Indonesia customers. This study used a quantitative descriptive method using primary data obtained from 232 respondents of Starbucks Indonesia customers within 3 months. The data analysis process uses the Structural Equation Model (SEM) which is carried out through the SmartPLS statistical program. The results of the study show that SMM does not have a direct positive and significant impact on brand personality but has a positive and significant impact on brand gestalt dimensions and their gestalt dimensions also have a positive and significant impact on brand personality. Furthermore, brand gestalt dimension fully mediates the effect of SMM on brand personality. This research provides additional literacy on SMM, brand personality and brand gestalt and provides information to practitioners in using SMM and brand gestalt in forming their brand personality.
PERANCANGAN SISTEM INFORMASI MANAJEMEN DAN REGISTRASI DATA WINISUDA BERBASIS WEB DAN MOBILE DI UNIVERSITAS PELITA HARAPAN Mouw, Christ Wibowo; Hery, Hery; Haryani, Calandra Alencia; Widjaja, Andree E.; Tarigan, Riswan E.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Sebagai Institusi Pendidikan, UPH melihat peranan teknologi sebagai aspek pendukung yang penting dalam melangsungkan aktivitas rutin proses pendidikan. UPH membutuhkan sistem informasi yang dapat mengelola informasi dengan baik dan efektif, disetiap departemen yang ada. Student Life merupakan salah satu departemen di UPH yang bertanggung jawab untuk setiap kegiatan kemahasiswaan yang berlangsung di UPH. Student Life memiliki 3 divisi yaitu Student Services, Student Stewardship, dan Spiritual Growth for Student. Divisi Student Stewardship memiliki bagian fokus nya masing-masing, salah satunya bertanggung jawab serta melangsungkan wisuda di UPH. Selama melaksanakan proses registrasi, panitia wisuda menggunakan Microsoft Excel untuk keperluan registrasi dan pengolahan data. Panitia wisuda perlu menyesuaikan data Microsoft Excel yang diberikan oleh ADAK untuk mendapatkan gambaran seberapa banyak data winisudawan yang akan diwisudakan. Sistem akan dirancang berbasis web untuk sisi admin dan mobile untuk sisi user. Hasil dari penelitian ini merupakan sistem yang berfungsi untuk mendukung proses kegiatan wisuda di Universitas Pelita Harapan secara efisien. Penelitian ini dibuat dengan tujuan untuk membantu proses sistem registrasi dan manajemen data winisuda bagi divisi Student Stewardship untuk menunjang perkembangan dari kegiatan wisuda di Universitas Pelita Harapan.
THERE ARE SOME THINGS MONEYS CAN’T BUY HOW BRAND GESTALT ORCHESTRATES BALI’S BRAND EQUITY Pongoh, Helena M.; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The primary focus of this study is to analyze how brand gestalt affects the brand equity of Bali as a destination for tourism. Previous research has not delved deeply into this area, leaving a gap in both practical and theoretical understanding. Therefore, this study seeks to address this gap by establishing a stronger link between various aspects of brand gestalt and brand equity. Data from 305 individuals who had visited Bali, Indonesia, was collected to validate the dimensions of the brand gestalt scale. Using a Structural Equation Model (SEM) analysis with the smartPLS statistical program, the proposed model was tested. The results indicated that not all dimensions of brand gestalt (story, sensescape, servicescape, and stakeholder) have a positive and significant impact on components of brand equity such as perceived quality, brand awareness, brand image, brand associations, and brand loyalty. While servicescape does show significant influences on all component of brand equity, the story dimension only has a significant impact on brand associations and brand loyalty, in contrast to stakeholder dimension, which does not significantly affect these components.
NAVIGATING DIGITAL TRANSFORMATION: THE IMPACT OF LEADERSHIP, DIGITAL LITERACY, AND ORGANIZATIONAL CULTURE Waty, Lenita
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Leadership, digital literacy, digital transformation is a critical component of organizations' success. In today's digital world, when the concept of digital literacy is crucial, the role of leadership in building organizational culture is critical. The purpose of this study was to investigate the role that leadership plays in shaping digital transformation through organizational culture and digital literacy. A total of 120 employees were handed questionnaires, of which 108 (or 90%) were useable. The results are: 1). Leadership has a negative and not significant impacts on digital transformation; 2). Leadership has a positive and significant impact on organizational culture; 3). Leadership has a positive and significant impact on digital literacy; 4). Organizational Culture have a positive and significant impact on digital transformation; 5). Digital Literacy have a positive and significant impact on Digital transformation; 6). Leadership has a positive and significant impact on digital transformation through digital literacy; 7). Leadership has a positive and significant impact on digital transformation through organizational culture. The novelty is leadership, digital literacy, and organizational culture is fundamental in the digital transformation process. The interaction between these elements highlights the necessity for leaders to promote technology advancement and cultivate a culture that priorities continuous learning, adaptability, and innovation. This is crucial for driving firms towards attaining digital excellence.
ADVERTISING ATTRACTIVENESS, PRICE DISCOUNT, INFLUENCER MARKETING CUSTOMER PURCHASE DECISION MEDIATING BY ONLINE CUSTOMER REVIEWS: A STUDY FROM FASHION H&M DI ZALORA Purba, John Tampil; Letitia, Shareen
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to evaluate the influence of advertising attractiveness, price discount, and influencer marketing on purchasing decisions for H&M fashion products on the Zalora platform. The research also pays attention to the role of online customer reviews as a mediator in influencing marketing factors on purchasing decisions. The research method uses a quantitative approach by distributing electronic questionnaires through Google Forms in the JABODETABEK area with respondents aged 13-45 years. The data collected will be analysed using IBM SPSS Statistics version 26 and AMOS version 26. The results showed that advertising attractiveness, price discount, and influencer marketing have a positive influence on purchasing decisions, supported by online customer reviews as a mediator. This research is expected to deepen the understanding of marketing factors that are significant in making purchasing decisions and contribute to future research.
UNPACKING THE DIRECT IMPACT OF GREEN EMPLOYEE ENGAGEMENT, GREEN TRAINING AND DEVELOPMENT WITH MODERATING VARIABEL GREEN EMPLOYEE SEPARATION IN THE CONTEXT OF GREEN PERFORMANCE MANAGEMENT Ferinia, Rolyana
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In light of the escalating environmental degradation, the adoption of Green Performance Management (GPM) has emerged as an imperative strategy to ensure that business operations are environmentally sustainable. Within the context of green human resource management (HRM), this study investigates the connection between green employee separation, green performance management, green employee engagement (GEE), and green training and development. Significant correlations between these variables are revealed by statistical analysis: GEE and GPM exhibit a positive correlation, while Green Training and Development and GPM demonstrate also a significant and positive correlation. Furthermore, the present study aims to examine the impact of GES as a mediating variable on the correlation that exists among GPM, GTD, and GEE. GES appears to have a negligible (negative and not significant) moderating effect on GEE, GTD, and GPM, according to the findings. This underscores the importance of executing a comprehensive and unified approach to sustainable performance management, emphasizing GHRM principles, employee involvement, and ecological ingenuity. Furthermore, the research underscores the critical significance of environmental training initiatives in enhancing the environmental performance of personnel and cultivating environmentally aware conduct among organizations. In conclusion, this study underscores the importance of adopting holistic strategies when addressing environmental challenges and achieving long-term business viability.
FACTORS INFLUENCING CUSTOMER TRUST MEDIATED BY GUANXI IN E-COMMERCES’ FASHION INDUSTRY Hansopaheluwakan, Scherly; Vinson, Darren; Gosal, Mario Jeremy
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In an all-digital era, driven by the rapid development of technology, changing people's lifestyles and behavior in activities. One of them is the activity of buying and selling transactions. Nowadays, people tend to use a digital media platform called e-commerce to do transactions. However, even though the adaptation of e-commerce usage continues to increase, the effect after the Covid-19 experienced by business actors is continuing, causing a relatively high decline in profits. This study aims to find ways for businesses to increase their profits through a marketing approach that is oriented towards consumer trust. This research uses a quantitative descriptive method that adopts the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS 4.0 software. The data in this study were obtained through an online questionnaire of 186 e-commerce users who have purchased clothing products, live in the Jakarta and Bogor areas, and are between 17-30 years old. This research period was conducted from January 2024 to March 2024. The findings of this research are that E-Service Quality and Customer Engagement has a direct and indirect effect on Customer Trust. The mediator variable used in this study is Guanxi which is a novelty in this study.
DAMPAK AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE, BRAND AWARENESS, BRAND TRUST, BRAND LOYALTY DAN WILLINGNESS TO PAY PADA BENGKEL DOKTER MOBIL Radnan, Yokie; Fermin, Stephanus
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to determine the relationship between social media and brand image, brand awareness, brand trust, brand loyalty, and Willingness to pay at a car doctor's workshop. The car doctor workshop is a workshop that is quite active in social media activities and the workshop can survive until now. I conducted this research in 2023, this research was conducted by distributing online questionnaires via google form to approximately 500 respondents and processing power using the SmartPLS application. The results in this study indicate that there is a relationship between social media on brand awareness, brand image, brand trust, brand loyalty, and positive Willingness to pay.
PENGARUH BAURAN PEMASARAN DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI SHOPEE (Studi Kasus Pada Gen Z di Kedusunan Kadugede Desa Sirnaputra) Ronayah, Siti; Mufidah, Zahra Ramdhania; Abdurachman, Aditia; Ardhiansyah, Ardhiansyah; Agustian, Aldy
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The aim of this study is to identify how much marketing and consumer behavior interact well in part and simultaneously influence the decisions made when making online purchases at the shopee on the consumer generation Z in the kadugede duo that is in the village of Sirnaputra Tasikmalaya. The method in this research is to use the quantitative method. Sampling in this study using accidental sampling. The total number of respondents to this study was 163 respondents. Data collection method used using data through a lift or a questionnaire. This analysis technique uses double linear regression analysis and descriptive analysis. The results showed that partially mixed marketing variables and consumer behavior have a positive and significant influence on online purchasing decision variables. Simultaneously, mixed marketing and consumers behaviors have a significant impact on online purchase decision variable.

Page 10 of 24 | Total Record : 235

 8   9   10   11   12 

Filter by Year

2024 2025


Reset
Filter By Issues
All Issue 8th National Conference Business, Management, and Accounting 7th National Conference Business, Management, and Accounting 6th National Conference Business, Management, and Accounting 5th National Conference Business, Management, and Accounting