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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 419 Documents
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SYNERGY OF ADVERTISING INFORMATIVENESS AND ADVERTISING PERSUASIVENESS ON BRAND AWARENESS AND PURCHASE DECISIONS FOR TOTO SANITARY PRODUCTS John Tampil Purba; Laurensia Kelly
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This study examines the impact of advertising informativeness, persuasiveness, product quality, price, and brand awareness on consumer purchase decisions for TOTO sanitary products. It also aims to explore brand awareness as a mediating factor influencing purchase decisions. Data were collected through an online survey via Google Forms, using a quantitative approach, with participants aged 18 to 60 years in the Jabodetabek area of Indonesia. The data were analysed using IBM SPSS Statistics version 27 and AMOS version 24, employing the Structural Equation Modelling (SEM) approach. The findings revealed that advertising informativeness, persuasiveness, product quality, and price significantly positively impact purchase decisions, supported by the mediating role of brand awareness. This study aims to enhance understanding of key marketing factors influencing purchase decisions and contribute valuable insights for future research.
UNDERSTANDING THE IMPACT OF DIGITAL BEHAVIOR ON SKINCARE PURCHASES Sylvia Samuel; Daniel Widjaja
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Social media interactions in the rapidly evolving digital marketplace increasingly shape consumer purchasing behavior. This study investigates the influence of Electronic Word of Mouth (e-WOM) and price perception on purchase intention, with brand image as a mediating variable, using the Indonesian skincare brand Skintific as a case study. Utilizing a quantitative approach with Structural Equation Modeling (SEM) on data from 372 TikTok users in West Jakarta, the findings reveal that e-WOM significantly impacts purchase intention but does not significantly affect brand image. Conversely, price perception exerts a strong influence on brand image and, indirectly, on purchase intention. Brand image significantly mediates the relationship between independent variables and purchase intention. These insights suggest that while e-WOM remains essential for influencing immediate purchasing decisions, price perception plays a more substantial role in shaping brand image, which drives long-term consumer loyalty. The study contributes to digital marketing literature by highlighting the nuanced interplay between user-generated content, pricing strategies, and consumer behavior in social commerce.
EMOTIONAL INTERACTION ON BUYING DECISION, THE ROLE OF APPROPRIATE USEFULNESS AND ADIDAS RUNNING SHOE PRODUCT (AN EMPIRICAL STUDY IN JABODETABEK) Ruslaini; Derren Christof Wilson; John Tampil Purba
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

In globalization, the number of brands and products that have rivalry in the market has increased significantly, giving consumers many choices and alternatives of products and services to meet their wants and needs. Every brand and product must maintain Brand Familiarity, Intimacy, and Perceived Quality to increase repurchase intentions and generate emotional customer responses. This study aims to see the effect of Brand Familiarity, Intimacy, and Perceived Quality on purchase intentions. In addition, this study also wants to know the impact of purchase intentions on emotional responses to purchase intentions. The theory used is the Stimulus-Organism-Response (S-O-R) theory. This quantitative study uses questionnaires from respondents who are users of Adidas sports shoes from the running sports branch and who use Adidas brand sports shoes.
DAMPAK ENTREPRENEURIAL EDUCATION TERHADAP ENTREPRENEURIAL PREPARATION MAHASISWA DI JABODETABEK: PERAN MEDIASI ENTREPRENEURIAL MINDSET DAN ENTREPRENEURIAL KNOWLEDGE Silvio Keandre Irawan; Moses Lorensius Parlinggoman Hutabarat
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Penelitian ini menyoroti tantangan global dalam mempersiapkan wirausahawan baru, yang ditanggapi oleh pemerintah melalui Entrepreneurial Education. Meskipun terdapat banyak studi tentang kewirausahaan, masih kurang bukti empiris yang meneliti bagaimana Entrepreneurial Education dapat mempersiapkan siswa menjadi wirausahawan. Penelitian ini bertujuan untuk menganalisis beberapa variabel yang diprediksi dapat mendorong Entrepreneurial Preparation mahasiswa, yaitu Entrepreneurial Education, Entrepreneurial Knowledge, dan Entrepreneurial Mindset. Pendekatan metodologi yang digunakan adalah metode kuantitatif dengan model survei untuk memahami bagaimana Entrepreneurial Education, Entrepreneurial Knowledge, dan Entrepreneurial Mindset mempengaruhi Entrepreneurial Preparation mahsiswa. Responden penelitian ini adalah mahasiswa yang menjalani program studi manajemen dan kewirausahaan di Jabodetabek, Indonesia, yang dianalisis menggunakan Structural Equation Modelling Partial Least Squares (SEM-PLS). Temuan penelitian ini menunjukkan bahwa Entrepreneurial Education berperan penting dalam menentukan Entrepreneurial Knowledge, dan Entrepreneurial Mindset yang mengarah pada Entrepreneurial Preparation mahasiswa. Selain itu, Entrepreneurial Education terbukti memiliki pengaruh positif terhadap Entrepreneurial Mindset, Entrepreneurial Preparation, dan berhasil memediasi pengaruh Entrepreneurial Education terhadap Entrepreneurial Preparation. Temuan lain menunjukkan bahwa Entrepreneurial Mindset berpengaruh positif terhadap Entrepreneurial Preparation mahasiswa.
ANALISIS PENGARUH KINERJA KEUANGAN TERHADAP NILAI PERUSAHAAN: GCG SEBAGAI VARIABEL MODERASI Wijaya Triwacananingrum; Christian Yonathan Philia
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kinerja keuangan terhadap nilai perusahaan dengan menggunakan pendekatan Good Corporate Governance (GCG) sebagai variabel moderasi. Kinerja keuangan diukur menggunakan Return on Assets (ROA), sementara GCG diwakili oleh dua proksi, yaitu kepemilikan institusional dan tingkat persaingan pasar produk. Data penelitian yang digunakan adalah data kuantitatif yang berasal dari data sekunder yang diperoleh dari 89 perusahaan manufaktur di Indonesia yang terdaftar di S&P Capital IQ dan Bursa Efek Indonesia (BEI) selama periode 2021 hingga 2023. Sampel dipilih dengan menggunakan teknik purposive random sampling. Hasil penelitian menunjukkan bahwa kinerja keuangan berpengaruh positif dan signifikan terhadap nilai perusahaan, yang mengindikasikan bahwa perusahaan dengan kinerja keuangan yang baik cenderung memiliki nilai pasar yang lebih tinggi. Selain itu, hasil penelitian ini juga menemukan peran dari Good Corporate Governance (GCG) sebagai variabel moderasi berupa kepemilikan institusional yang dapat memoderasi secara signifikan memperlemah hubungan antara kinerja keuangan dan nilai perusahaan, sementara persaingan pasar produk juga memiliki efek pelemahan, namun tidak signifikan.
ANALYSIS OF THE INFLUENCE OF ENTREPRENEURSHIP SELF-EFFICACY AND ENTREPRENEURIAL INNOVATION BEHAVIOR ON SMES BUSINESS PERFORMANCE IN TANGERANG MEDIATED BY LEADERSHIP AND ENTREPRENEURIAL MOTIVATION Michael Aaron Tianda; Oscar Jayanagara
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

One of the pillars of the economy in Indonesia that plays a role in economic growth is MSMEs. The development of MSMEs in Indonesia is influenced by internal entrepreneurial factors, namely entrepreneurial innovative behavior, entrepreneurial leadership, entrepreneurial self-efficacy, and entrepreneurial motivation, by taking the object of research as MSME actors in Greater Tangerang. This study aims to analyze the direct and indirect influence of internal entrepreneurial factors. Research data were obtained through the distribution of questionnaires conducted online. Then collected and processed using the SmartPLS 4.0 application. The research process began with a pre-test of 30 respondents, then continued with actual data collection from 275 respondents. Based on the test results, it can be concluded that there is a significant positive relationship between entrepreneurial self-efficacy, entrepreneurial motivation, and entrepreneurial leadership with business performance. Conversely, no significant relationship was found between entrepreneurial innovative behavior and business performance.
GLOBAL BRAND – LOCAL CHOICE: PENGARUH BRAND IMAGE DAN COUNTRY OF ORIGIN TERHADAP CONSUMPTION MELALUI PURCHASE INTENTION Oliandes Sondakh; Felicia Nadya Isabel; Renna Madgalena
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The Food and Beverages (F&B) industry is one of the important sectors in Indonesia. Chairman of the Indonesian Franchise Association at the 22nd International Franchise, License, and Business Concept Expo and Conference 2024, said that the franchise business in Indonesia is dominated by foreign brands. The large potential of the Indonesian market for the F&B industry is what then causes the emergence of tight competition between foreign brands and local brands, so that in the end many are unable to compete. However, there is one brand of ice cream and tea drinks from China, Mixue Ice Cream & Tea, which has started expanding its business overseas since 2018 and is still surviving in the international market. The very fast development of business in just three years (2018 – 2021), makes it interesting to conduct research on the factors that influence consumers to purchase F&B products. This research uses a quantitative approach with a causal research type with a cross-sectional method. This research uses multivariate analysis Partial Least Square-Structural Equation Modeling (PLS-SEM), which focuses on variance to handle the complexity of research models involving several latent variables. The research results show that Brand Image and Country of Origin have a positive and significant effect on Consumption through the mediation of Purchase Intention. These findings imply that marketing strategies should prioritize building a strong and trustworthy brand and effectively communicating the product's country of origin to strengthen consumers' purchase intentions, which in turn increases the likelihood of consumption.
MORE THAN TASTE: INVESTIGATING THE MODERATING IMPACT OF CAFE ATMOSPHERE BETWEEN FOOD QUALITY AND SERVICE QUALITY THROUGH CUSTOMER SATISFACTION Danny Philipe Bukidz; Thomas
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This research examines the impact moderating Café Atmosphere (CA)between food quality (FQ) and service quality (SQ) through customer satisfaction (CS) within the café sector. Research method using structural equation modeling (SEM) via SmartPLS. The goal is to explore both the direct impacts of these factors and the moderating effect of the store atmosphere on customer satisfaction. Data was gathered from 100 participants, and the analysis included both outer and inner model assessments to confirm the construction of validity and reliability. The findings indicate SQ (β = 0.391, t = 4.025, p < 0.001), FQ (β = 0.279, t = 2.996, p = 0.001), and CA (β = 0.161, t = 1.888, p = 0.030) all have a significant positive impact on customer satisfaction. Moderation analysis reveals that CA plays a significant role in moderating the relationship between SQ and CS (β = –0.176, t = 2.766, p = 0.003), suggesting that an enhanced environment can compensate for other factors. However, the store atmosphere's moderating effect on the link between FQ and CS is found to be not statistically significant (β = 0.077, t = 1.240, p = 0.108). The model explains 76.3% of the variance in CS (R² = 0.763), demonstrating substantial explanatory power. These results offer valuable theoretical insights into service management and practical recommendations for café businesses seeking to improve customer satisfaction through a comprehensive service approach.
PENGARUH STRUKTUR MODAL TERHADAP PROFITABILITAS PERUSAHAAN PERBANKAN YANG TERDAFTAR DI BURSA EFEK INDONESIA PERIODE 2011-2023 Auliya Mutiara Putri; Valentino Budhidharma
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Penelitian ini menganalisis pengaruh struktur modal terhadap profitabilitas perbankan di Indonesia yang terdaftar di Bursa Efek Indonesia periode 2011 – 2023. Penelitian ini dilakukan dengan menguji hipotesis yang menjelaskan hubungan antara struktur modal dan profitabilitas. Teknik penelitian menggunakan regresi panel data dengan struktur modal diproyeksikan menggunakan utang jangka pendek, ukuran bank, likuiditas, efisiensi operasional, risiko kredit, dan produktivitas karyawan sedangkan profitabilitas diproyeksikan menggunakan ROA dan NIMA. Hasil penelitian menunjukkan bahwa utang jangka pendek dan produktivitas karyawan berpengaruh positif signifikan terhadap ROA dan NIMA.
IMPLEMENTATION OF INFORMATION TECHNOLOGY AND REGIONAL FINANCIAL MANAGEMENT TO IMPROVE THE QUALITY OF REGIONAL FINANCIAL STATEMENTS IN KARAWANG REGENCY Via Selfiana; Sihabudin; Robby Fauji
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This study aims to analyze the implementation of information technology and regional financial management in improving the quality of regional financial statements in Karawang Regency. The research used a qualitative method with data collection techniques including interviews, documentation, and observation. The results show that the application of integrated financial information systems such as SIPD and SIMDA has improved the efficiency, transparency, and accountability of financial management. The success of implementation is influenced by leadership support, infrastructure readiness, and the competency of human resources. Challenges include inconsistent data integration and technical constraints. The research highlights the importance of synergizing technology and financial governance to produce reliable, timely, and standard-compliant financial reports.

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