International Journal of Business English and Communication (IJoBEC)
Articles in IJoBEC address all areas of business, English, and communication including, but not limited to, technology and financial management. English includes English Skills, English for Specific Purposes (ESP), English Language Learning (ELL), English Language Teaching (ELT), translation, Pragmatics, and Discourse Analysis. Business includes Entrepreneurship, Management, Finance, Sales, Marketing, Promotion, Advertising, Human Resource, Business Capital Market, Tourism Industry, Hotel and Restaurant Industry, and Meeting, Incentive, Convention, and Exhibition (MICE). Communication includes Interpersonal Communication, Organizational Communication, Communication Psychology, Public Relation Management, Intercultural Communication, Interactional and Transactional Communication, Hospitality, Journalism, and Broadcasting. Technology includes Information and Communication Technology (ICT), Business Database Processing, Information Management System (IMS), Business Data Visualization, and Business Data Analytics. Financial Management includes Financial Accounting, Computer Accounting, and Business Taxation. In addition, the journal IJoBEC welcomes submissions concerning the research results of internships, fieldwork research, community service, and library research.
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<![CDATA[A CORRELATIONAL STUDY OF EMPLOYEE SERVICE QUALITY AND CUSTOMER SATISFACTION IN BANKING ]]>
<![CDATA[Nabila Anastasya]]>;
<![CDATA[Riny Jefri]]>;
<![CDATA[Indrawaty Asfah]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/0cw18076
<![CDATA[This study examines the correlation between service quality and customer satisfaction at BRI's Panacan branch, focusing on five key service quality indicators: tangible evidence, responsiveness, assurance, reliability, and empathy. Customer satisfaction is assessed using five factors: overall service quality, meeting customer expectations, repeat usage intention, willingness to refer others, and dissatisfaction. Data analysis using SPSS revealed a robust positive correlation (r = 0.866) between service quality and customer satisfaction, validating the hypothesis that improved service quality enhances customer satisfaction. Significant findings indicate that employee friendliness (a measure of responsiveness) scored 57.8%, while well-maintained facilities, such as ample parking and comfortable waiting areas (a measure of tangible evidence), scored 55.8%, representing the highest scores. Security and reliability were satisfactory but slightly lower, at 50% and 46.8%, respectively. These outcomes align with theories such as SERVQUAL and Expectancy Disconfirmation, which highlight the importance of surpassing customer expectations to achieve satisfaction. Additionally, seamless transactions (50%) positively impact customer satisfaction, reflecting Cognitive Dissonance Theory. The willingness of customers to recommend the bank (42.2%) demonstrates their trust in its services, aligning with Loyalty Theory.In conclusion, this research demonstrates that excellent service quality is essential for enhancing customer satisfaction and loyalty. Continuous improvement is vital to maintaining customer confidence and ensuring the sustained success of banking operations.]]>
<![CDATA[ANALYZING THE CAUSES OF STUDENTS’ DIFFICULTIES IN ENGLISH SPEAKING AMONG BUSINESS ENGLISH COMMUNICATION STUDENTS ]]>
<![CDATA[Musdalifah Ahmad]]>;
<![CDATA[Riny Jefri]]>;
<![CDATA[Andi Hajar]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/gxz8q073
<![CDATA[This study aims to analyse Business English Communication students' difficulties in speaking English with a focus on linguistic and social factors and explore strategies that can be applied to improve their speaking ability. The research method used is qualitative with a descriptive approach, where data is collected through observation, interviews, and questionnaires of purposely selected students. The research stages included planning, data collection, data analysis, and interpretation and conclusion. The results showed that limited vocabulary, pronunciation errors, and grammatical constraints are the main factors that hinder students' fluency in speaking English. In addition, social factors such as low self-confidence and lack of motivation also contribute to their difficulties in communicating effectively. Therefore, creating a supportive learning environment and implementing structured speaking practice can help students overcome these challenges, increase their confidence, and improve their speaking skills.]]>
<![CDATA[POLITENESS STRATEGIS AND FACE THREATENING ACTS: THEIR ROLE IN SHAPING POSITIVE SOCIAL RELATIONSHIPS IN THE SERIES ‘BRIDGERTON’ ]]>
<![CDATA[Shazkia Ananda Putri]]>;
<![CDATA[Andi Anto Patak]]>;
<![CDATA[Fatimah Hidayahni Amin]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/y0x78136
<![CDATA[The Bridgerton series, which has been airing on the Netflix platform since 2020, has attracted a lot of attention from viewers. The characters in the Bridgerton series not only use politeness strategies to interact but also to maintain good relationships as well as to maintain power in the social class differences that exist in the Bridgerton series. Therefore, this study aims to find the types of politeness strategies used by the Bridgerton series characters to avoid FTA and also to find out how the application of politeness can show the social status and social relationships of the characters. The research results were obtained using a descriptive qualitative method with conversation analysis approach. The use of Brown and Levinson's four politeness strategies in the Bridgerton series was found. The bald on-record, positive politeness, negative politeness, and off-record strategies are used by the characters to avoid facial threats. Positive politeness shows the use to avoid actions that can threaten a positive face and negative politeness shows the use to avoid actions that can threaten a negative face. While the bald on-record and off-record strategies show the use to avoid positive and negative face-threatening actions. The four strategies are also used by the characters in interactions with other characters who have social status and formal relationships and non-formal relationships. Positive politeness, and negative politeness strategies are used by the main characters when interacting with someone who has a higher social status and is in a formal social relationship. The bald on-record strategy is used by the characters when interacting with someone who has a lower social status and is in an informal social relationship. Meanwhile, the off-record strategy shows more flexible usage.]]>
<![CDATA[THE INFLUENCE OF DIGITAL MARKETING ON INCREASING SALES OF FASHION PRODUCTS ON FACEBOOK ]]>
<![CDATA[Miftahul Jannah]]>;
<![CDATA[Seny Luhriyani Sunusi]]>;
<![CDATA[Andi Hajar]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/gk32m389
<![CDATA[This study aims to analyze the influence of digital marketing through the Facebook platform on increasing sales of fashion products in Lasusua, Kolaka Utara. The research is motivated by the limited utilization of digital tools by MSME actors, despite the significant potential offered by Facebook. The research gap lies in the lack of studies focusing on rural areas. A descriptive quantitative method was employed, with 40 business actors participating as respondents. Pearson correlation and regression analysis revealed a very strong relationship (r = 0.956), with 91.4% of the variation in sales being explained by digital marketing. The regression coefficient (0.601) indicates that a one-point increase in digital marketing activity results in a 0.601-point rise in sales. However, usage remains limited to photo uploads; Facebook Live and Ads are rarely used. Cash on delivery (COD) remains the primary payment method. These findings highlight the need for capacity building among business actors to optimize their digital marketing efforts. This research makes a practical contribution to the development of digital strategies for rural MSMEs.]]>
<![CDATA[MARKETING MIX STRATEGY IN ATTRACTING PROSPECTIVE HAJJ AND UMRAH PILGRIMS AT PT. RIZQUNA MEKKAH MADINAH ]]>
<![CDATA[Muh. Nur Iman]]>;
<![CDATA[Seny Luhriyani Sunusi]]>;
<![CDATA[Himala Praptami Adys]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/gmpkpg52
<![CDATA[This study aims to examine the application of marketing mix strategies covering product, price, place, and promotion aspects in attracting prospective Hajj and Umrah pilgrims, as well as to ascertain prospective ‘pilgrims views’ on the marketing strategy implemented by PT. Rizquna Mekkah Madinah. This study uses a descriptive qualitative approach with data collection through semi-structured interviews and direct observation involving marketing staff and prospective pilgrims. The data obtained was analysed through data condensation, data display, drawing and verifying conclusions. The results of the study indicate that the marketing mix strategy implemented has been successful, as evidenced by the availability of various Hajj and Umrah packages, affordable prices in line with the facilities provided, easy access to services through offices, agents, and digital media, as well as active promotional activities through social media and agent networks. In general, prospective pilgrims responded positively because the strategy was considered clear, easy to understand, and in line with their needs. Therefore, it can be concluded that the implementation of an appropriate and integrated marketing mix strategy has a significant impact on increasing the interest and trust of prospective pilgrims in PT. Rizquna Mekkah Madinah.]]>
<![CDATA[A PRAGMATIC ANALYSIS OF MAXIM VIOLATIONS IN SENSATIONALIZED DIGITAL NEWS ON ARTISTS ]]>
<![CDATA[Nur Fadillah]]>;
<![CDATA[Fatimah Hidayahni Amin]]>;
<![CDATA[Geminastiti Sakkir]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/xhr02f55
<![CDATA[The phenomenon of sensationalism in digital news about celebrities is increasing as online media compete to attract readers’ attention. To gain clicks and audience engagement, media often use ambiguous and hyperbolic language that has the potential to violate pragmatic principles. This study aims to identify forms of maxim violations in sensational digital news about celebrities, analyze how they are implemented by the media, and examine their impact on public perception. This study uses a qualitative method with a discourse analysis design. The research data consists of fifteen digital news stories with the theme of celebrity sensationalism taken from five popular online news portals in Indonesia. Data analysis was carried out using Levinson’s pragmatic heuristic theory, which includes the Q-Heuristic, I-Heuristic, and M-Heuristic, and analyzed through the interactive model of Miles, Huberman, and Saldaña (2014). The results of the study indicate that violations of the M-Heuristic were the most dominant, followed by the I-Heuristic and Q-Heuristic, which are used as discourse strategies to create drama and sensational effects. The impacts include reader misunderstanding, reinforcement of negative stereotypes about artists, and decreased media credibility.]]>
<![CDATA[THE IMPACT OF COMMUNICATION EFFECTIVENESS ON EMPLOYEE PERFORMANCE IN A PUBLIC SECTOR HUMAN RESOURCES DEVELOPMENT AGENCY ]]>
<![CDATA[Lady Angelien]]>;
<![CDATA[Andi Anto Patak]]>;
<![CDATA[Lely Novia]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/51brq622
<![CDATA[This study examines the effectiveness of internal communication and its impact on employee performance within the Competency Certification and Institutional Division of the Human Resources Development Agency (BPSDM) of South Sulawesi Province. Using a qualitative approach with thematic analysis, data were collected through interviews, observations, and document analysis. The findings highlight that clear, transparent, and consistent communication enhances employee motivation, engagement, and performance. Effective communication reduces misunderstandings, improves team coordination, and fosters innovation. An inclusive culture and open leadership also play key roles in creating a supportive work environment. The study suggests that improving internal communication in government organizations like BPSDM can lead to better outcomes, operational efficiency, and productivity. These insights offer guidance for designing more effective communication strategies and fostering a more engaged workforce.]]>
<![CDATA[THE LEVEL OF STUDENTS’ READING ACHIEVEMENTS BASED ON MULTIPLE-CHOICE ASSESSMENT IN MAKASSAR ]]>
<![CDATA[Fathur Rahman Saut Matua Situmorang]]>;
<![CDATA[Baso Jabu]]>;
<![CDATA[Geminastiti Sakkir]]>
<![CDATA[ International Journal of Business English and Communication Vol 4 No 2 (2026): April ]]>
Publisher : <![CDATA[Bahasa Inggris Program Sarjana Terapan, Universitas Negeri Makassar ]]>
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DOI: 10.26858/aqkq2d14
<![CDATA[This study aimed to determine the level of students’ reading achievement when assessed using multiple-choice questions. Employing a quantitative descriptive design, the research was conducted at SMPN 40 MAKASSAR in the 2025/2026 academic year and involved 32 eight-grade students selected through cluster random sampling. The instrument consisted of a multiple-choice reading comprehension test developed based on indicators such as identifying the main idea, locating detailed information, interpreting vocabulary in context, making inferences, and determining the authors’ purpose. The data were analyzed using descriptive statistics. The findings showed that the mean scores were 78.75 with a standard deviation of 7.071. These results indicate that students demonstrated a satisfactory level of reading comprehension when assessed through multiple-choice questions, suggesting that this format can effectively measure students’ reading achievement at the junior high school level.]]>
