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The Eastasouth Management and Business
Published by Eastasouth Institute
ISSN : 29857120     EISSN : 29633591     DOI : https://doi.org/10.58812/esmb
Core Subject : Science,
Decision Sciences, Operations Research & Management
ESMB - The Eastasouth Management and Business is a peer-reviewed journal and open access three times a year (March, July and November) published by Eastasouth Institute. ESMB aims to publish articles in the field of Strategic management, Operations management, Marketing and Sales, Supply chain and logistics, Human resource management, Leadership, and organization management, International business, Sustainable business, Information technology management, Risk and security management, Business ethics and corporate social responsibility. ESMB accepts manuscripts of both quantitative and qualitative research. ESMB publishes papers: 1) review papers, 2) basic research papers, and 3) case study papers.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 136 Documents
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Exploring the Role of Virtual Collaboration Tools, Remote Working Policies, and Leadership Style in Improving Digital Talent Retention in Indonesia Syamsulbahri, Syamsulbahri; Young, Felina Co
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.423

Abstract

Digital talent retention is an important issue for any organization because competition in Indonesia keeps pace with rapid changes brought by digitization. The current paper has researched how virtual collaboration tools, remote work policies, and types of leadership have affected digital talent retention. The total selected participants are 120 working in different industries, and they were requested to complete a structured questionnaire quantitatively through a 1-5 Likert scale. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings have indicated that virtual collaboration tools and remote working policy are positively influential toward digital talent retention, and the style of leadership has a great influence on it, acting as a mediator in these relationships. The study develops an integrative framework on the role of technology and flexible policies along with transformational leadership that advocates for a helpful and engaging environment at work. These insights provide a foundation for organizations seeking to attract and retain digital talent in Indonesia's competitive labor market.
The Impact of Digital Transformation on Business Models: A Bibliometric Study Judijanto, Loso
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.424

Abstract

This study explores the impact of digital transformation on business models through a bibliometric analysis of research indexed in the Scopus database, utilizing VOSviewer for data visualization. The analysis identifies "digital transformation" as a central theme, closely linked to emerging technologies such as artificial intelligence, big data, blockchain, and IoT, which are driving innovation and reshaping traditional business practices. Key research clusters highlight themes of strategic alignment, data-driven decision-making, and technological infrastructure as critical enablers of transformation. Additionally, sustainability and economic inclusivity emerge as new areas of focus, emphasizing the broader societal implications of digital transformation. Geographic and collaborative patterns reveal strong contributions from countries like the United States, China, and Germany, underscoring the global and interdisciplinary nature of the research. Despite the progress, challenges such as cybersecurity, cultural adaptation, and long-term resilience remain underexplored, offering directions for future research. This study provides valuable insights for academics and practitioners seeking to navigate the evolving landscape of digital transformation and business model innovation.
Branding Luwu Coffee as a Signature Souvenir from Luwu Regency, South Sulawesi Noerhatini, Pathmi; Kurniasih, Nia; Roza, Prima; Fauzi, Ridwan
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.425

Abstract

This article aims to analyze the branding strategy of Arabica coffee from Luwu Regency as a signature souvenir that is expected to enhance local economic value. The research employs a quantitative approach through coffee quality testing and a qualitative approach using a case study method, involving interviews with farmers, business actors, and relevant stakeholders. Data were also obtained through direct observation and analysis of supporting literature. The study was conducted in Latimojong District, specifically in Boneposi and Tolajuk Villages, as well as in Belopa City, Luwu Regency, South Sulawesi. The research was carried out in August 2023 and July 2024. The findings reveal that the unique flavor of Luwu Arabica coffee, supported by ideal geographical conditions and local cultural narratives, holds significant potential to be positioned as a premium product. Effective branding strategies include narratives linked to local culture, digital-based promotional designs, and integration with the tourism sector. The implications of branding Luwu Arabica coffee include increased farmers' income, job creation, and the strengthening of the region's identity as a producer of high-quality coffee. This article also highlights the importance of collaboration between the government, business actors, and local communities to ensure the success of this branding effort in supporting the economic well-being of Luwu society while introducing Indonesia’s unique products to a broader audience.
The Influence of Price, Promotion and Location on Consumer Purchase Decisions on Regen Perfume in Pringsewu Wahyuni, Sri; Patmarina, Hepiana
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.412

Abstract

This research aims to analyze the influence of price, promotion and location on consumer purchasing decisions for Regen Parfum products in Pringsewu. The research method used is quantitative with a survey approach. Data was collected through a questionnaire distributed to Regen Parfum consumers as respondents. The data analysis technique uses multiple linear regression to determine the extent to which each independent variable (price, promotion and location) contributes to purchasing decisions. The research results show that these three variables simultaneously have a significant influence on purchasing decisions. Partially, price has a significant positive influence because consumers tend to consider the suitability of price to product quality. Promotions also have a significant effect because they provide additional attraction for consumers to make purchases. Location, as the third variable, shows a significant influence because ease of access and convenience of store locations influence consumer decisions. These findings provide implications for Regen Perfum management to continue optimizing price, promotion and location strategies to increase consumer satisfaction and loyalty.
The Influence of Implementing the Core Values of Achievement on Employee Work Productivity at The PTPN 1 Regional 7 Lampung Khotimah, Nurul; Oktaviannur, M.
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.414

Abstract

As an effort to strengthen the organizational culture of the Minister of BUMN, the Ministry of BUMN has set the core values of AKHLAK, which stands for Trust, Competent, Harmonious, Loyal, Adaptive, and Collaborative, to be applied throughout the scope of BUMN companies. This study aims to see the effect of the application of moral core values on employee work productivity at PTPN 1 Regional 7 Lampung. This study uses a quantitative method obtained from questionnaires. The population in this study is 426 employees of PTPN 1 regional 7 in Lampung, the determination of the sample in this study uses the slovin formula so that the number of samples taken is 81 respondents. The data analysis techniques used were instrument tests, classical assumption tests, multiple linear regression analysis, hypothesis tests. From the results of data processing with SPSS version 26, it shows that the application of moral core values has an influence on employee work productivity at PTPN 1 Regional 7 Lampung.
The Influence of Social Media Marketing and Customer Reviews on Nanailart Customer Satisfaction in Bandar Lampung Purnamasari, Wayan; Patmarina, Hepiana
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.415

Abstract

This study aims to determine the effect of Social Media Marketing and Customer Review on Customer Satisfaction of Nanailart in Bandar Lampung. The research method used is quantitative descriptive, with questionnaire data collection and documentation to fulfill collective data. The analysis technique used is multiple linear regression test and coefficient of determination to answer the formulated hypothesis. Based on the results of the analysis, it is concluded that social media marketing and customer review have a positive effect on customer satisfaction of nanailart on Instagram, with a regression coefficient value of R = 0.748 indicating a significant correlation between predictor variables and customer satisfaction. R Square of 0.780 means that around 78% of customer satisfaction variability can be influenced by social media marketing and customer review variables. Positive customer reviews provide social proof that validates the quality of a product or service, while social media marketing allows brands to interact directly with customers, building closer and more responsive relationships. These two factors work together to create better expectations, strengthen loyalty, and increase overall customer satisfaction.
Brand Image, Service Quality, and Product Differentiation: Building Customer Satisfaction Siswati, Endang
The Eastasouth Management and Business Vol. 3 No. 02 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i02.422

Abstract

This quantitative study was carried out at the Bicopi Cafe in Surabaya with the goal of analyzing the impact of difference, brand image, and service quality on customer happiness. Eighty respondents were selected from among Bicopi's clientele. Multiple linear regression was used for data analysis with SPSS 25.0 assistance once the validity and reliability of the gathered data were confirmed. The results showed that customer satisfaction is significantly and favorably impacted by service quality. Similarly, when compared to service quality and product difference, brand image is the most prominent characteristic and has a considerable and positive impact on consumer satisfaction. In the meantime, consumer happiness at Bicopi Cafe in Surabaya is not substantially impacted by the differentiation variable.
The Influence of Experiential Marketing and Social Media on Customer Loyalty with Repurchase Intention as a Moderating Variable on the Lafiye Hijab Brand (Case Study of Students from the Faculty of Economics and Business, University of Bandar Lampung) Amisa Fitri, Elysa; Andala Rama Putra Barusman
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.445

Abstract

This research explores how experiential marketing and social media marketing influence customer loyalty to the Lafiye Hijab brand, with repurchase intention examined as a moderating factor. A quantitative approach was employed utilizing the Structural Equation Modeling (SEM) method, with data collected from 280 randomly selected university students who actively engage in social media. A five-point Likert scale questionnaire served as the primary research instrument, while data analysis was conducted using SmartPLS software to evaluate the relationships between the variables. The results indicate that both experiential and social media marketing have a significant positive impact on customer loyalty. Additionally, repurchase intention strengthens this influence as a moderating variable, while brand trust plays a key mediating role by clarifying the interactions among the variables. These findings offer valuable strategic insights for hijab brands seeking to boost customer loyalty by creating more engaging and meaningful marketing campaigns, like crafting emotionally resonant content. This study makes a distinctive contribution by examining the interplay between experiential marketing, social media marketing, repurchase intention, and customer loyalty in the context of hijab brands in Indonesia, a subject that has received limited attention in previous studies.
The Influence of Social Media Marketing Strategy on Consumer Trust in Makeup Artist Services (A Case Study on Makeup by Arra) Fitryansyah, Alya; Barusman, Andala Rama Putra
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.446

Abstract

The reason of this consider is to evaluate the affect of advanced promoting procedures, such as content-based showcasing, social media utilize, social media calculations, and gathering of people interaction, on client fulfillment and customer certainty in Cosmetics by Arra administrations. The approach is quantitative, utilizing Basic Condition Modeling (SEM). Inshaping were collected through a web survey including 248 respondents, chosen utilizing the purposive testing method. The discoveries demonstrate that social media and intuitive with gatherings of people have a positive and noteworthy affect on client fulfillment. Moreover, client fulfillment acts as a interceding figure within the interrelation between social media and gathering of people interaction and shopper certainty levels. In differentiate, content-based showcasing methodologies and the operation of social media calculations have no noteworthy impression on client fulfillment or shopper certainty. This research concludes that social media and audience interaction have a leading role in building consumer confidence in the services offered. The findings recommend Makeup by Arra to improve interactive marketing strategies via social media to strengthen connections with consumers and strengthen their trust. This ponder analyzes the adequacy of computerized showcasing mechanisms such as content-based promoting and the utilize of social media. Social media and gathering of people interaction calculation and its affect on client fulfillment and shopper certainty Cosmetics by Arra.
Green Marketing: Opportunities or Challenges for Micro and Small Business Actors Siswati, Endang
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.463

Abstract

This study is a qualitative study, which aims to analyze the perceptions of micro and small business actors towards the implementation of green marketing and identify the opportunities and challenges faced. The informants in this study were micro and small business actors in Surabaya. The data collection method was carried out directly through interviews with business owners. After the data was collected, triangulation was carried out and explained. The results of the analysis show that MSMEs are faced with an interesting dilemma in implementing environmentally friendly marketing. On the one hand, they want to contribute to environmental conservation by using environmentally friendly packaging. However, limited access to affordable environmentally friendly raw materials and the perception that such packaging will increase production costs are often barriers and will reduce profits. There are several challenges towards environmentally friendly marketing, including: environmentally friendly raw materials generally have higher prices compared to conventional raw materials, not all consumers are ready to pay more for products with environmentally friendly packaging, profit remains a top priority for some micro businesses. The opportunities include: improving brand image, opening new markets, being able to support the government and society, and encouraging MSMEs to innovate.

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