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Multifinance
Published by PT Altin Riset Publishing
ISSN : -     EISSN : 30248175     DOI : https://doi.org/10.61397/mfc.v1i2
Core Subject : Economy,
Economics, Econometrics & Finance
The Journal of Multifinance: Journal of Economics, Management and Banking is a journal that serves as a medium for studying various phenomena or issues as well as research findings related to Economics, Management, and Business in a broad sense. The journal aims to provide a platform for sharing research results and scientific thoughts related to key issues in this field. The journal covers, but is not limited to, the following fields of study: Public Investment Public Procurement Islamic Economics/Shariah Economics Islamic Investment Behavioral Investment Taxation Capital Markets and Investment Management for Banking and Insurance Management for SMEs Information Management Systems Investment and Governance of Information Technology Macroeconomics Microeconomics Regional Economy Public Sector Management Banking Format and Research Methods The journal accepts research and scientific writing using quantitative, qualitative, or a combination of both methods. Literature reviews, case studies, and papers that combine theory and practice in the mentioned fields are also welcomed. Journal Objectives The objectives of this journal are to encourage high-quality research and scientific thinking in the fields of Economics, Management, and Business, as well as to facilitate the exchange of ideas and research findings among academics, researchers, and practitioners. The journal also aims to strengthen the academic and practical contributions and influence in the studied field. Target Readership The journal is intended for academics, researchers, practitioners, and students who are interested and engaged in the fields of Public Investment, Public Procurement, Islamic Economics/Shariah Economics, Islamic Investment, Behavioral Investment, Taxation, Capital Markets and Investment, Management for Banking and Insurance, Management for SMEs, Information Management Systems, Investment and Governance of Information Technology, Macroeconomics, Microeconomics, Regional Economy, and the Public Sector. Review Process The journal follows a rigorous review process for each submitted article. At least two unbiased and professional reviewers in the respective field will review each article. The final decision to accept or reject an article will be made by the journal editor based on the recommendations of the reviewers
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 84 Documents
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UTILIZATION OF ARTIFICIAL INTELLIGENCE IN TOURISM MARKETING MANAGEMENT OF PALEMBANG CITY TO ENHANCE DESTINATION COMPETITIVENESS Wahyuni, Sri; Yuniarsih , Yuyun; Rismayanti , Anggita; Fathurrahman, Fikry
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.436

Abstract

This study examines the utilization of Artificial Intelligence (AI) in tourism marketing management to enhance the competitiveness of Palembang City as a tourist destination. The main issue addressed is the lack of innovation in marketing strategies, which have not been adaptive to technological advancements. The objective of this research is to identify how AI implementation can optimize destination promotion and attract more tourists. The research was conducted in Palembang City using a qualitative descriptive method. Data collection techniques included interviews, observations, and document analysis involving tourism stakeholders. The results of the study indicate that the use of AI-based tools such as chatbots, virtual tours, and data analytics can improve marketing effectiveness and tourist engagement. The conclusion emphasizes the importance of integrating AI strategies into tourism marketing to create more personalized, efficient, and engaging promotional efforts.
THE ROLE OF TRAINING AND DEVELOPMENT OF GEN-Z EMPLOYEES IN IMPROVING SERVICE QUALITY AT PT JRX POOL & CAFÉ BANDUNG CITY Priadi, Muhammad Dadi; Batubara, Inka Hermando; Hersusetiyati, Hersusetiyati; Sikki, Nurhaeni; Gemellia, Livy Putrikita
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.437

Abstract

This study aims to analyze the role of training and development of Gen-Z employees in improving service quality at PT JRX Pool & Café. Employee training and development is a key factor in improving skills, work efficiency, and professionalism, especially for Gen-Z employees who have unique characteristics in the world of work. This research uses descriptive qualitative methods with data collection techniques through observation, interviews, and documentation. The results show that training at PT JRX Pool & Café is still limited, with only one implementation in the last three years, as well as retraining which is still in the planning stage. In addition, cross-functional training and creativity programs have not been formally implemented, although there are informal initiatives in some departments. In terms of development, the study found that performance evaluations are conducted regularly through self-assessment and supervisor appraisals. However, there are still challenges in work discipline, absenteeism, and employee initiative in contributing to service innovation. The service quality of Gen-Z employees at PT JRX Pool & Café is considered quite good, but there are still some obstacles in the aspects of reliability, responsiveness, and empathy towards customers. The conclusion of this study confirms that more structured and continuous training and development is urgently needed to improve service quality and customer satisfaction. Companies need to improve training methods to better suit Gen-Z characteristics, including technology-based approaches, real case simulations, and continuous evaluation to ensure service standards remain optimal.
INTELLECTUAL PROPERTY PROTECTION IN BRANDING STRATEGIES OF LOCAL MSME PRODUCTS IN REJANG LEBONG REGENCY: OPPORTUNITIES AND CHALLENGES IN THE ERA OF GLOBALIZATION Pefriyadi, Pefriyadi; Elfalahy, Lutfi; Indriyani, Dea; Maryadi, Jimmi
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.439

Abstract

Globalization presents new challenges for MSMEs in Rejang Lebong Regency in maintaining the competitiveness of local products, particularly in relation to Intellectual Property (IP) protection. Limited understanding and utilization of IP often weakens branding strategies that could strengthen the market position of local products at both the national and global levels. This study aims to analyze the level of MSME understanding of IP, identify the impact of IP protection on branding strategies, and examine the opportunities and challenges faced by MSMEs in utilizing IP in the era of globalization. Using a qualitative approach, data were collected through in-depth interviews with MSME actors and relevant government agencies. The object of this research consists of MSMEs in Rejang Lebong Regency that have the potential to develop local products with protected trademarks. The findings indicate that optimal IP protection contributes significantly to more effective branding strategies and reveals various opportunities and challenges in implementing IP to compete in the global market.
REVVING UP SALES: THE IMPACT OF BRAND IMAGE AND PRICE ON BUYING INTEREST FOR HONDA PCX IN BANDUNG Kurniawan, Ryan; Yakhusna, Rizqi; Munizah, Dinda Trie
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.440

Abstract

This research aims to analyze the influence of Brand Image and Price on Buying Interest (Case Study of Honda PCX Motorcycle Users in Bandung City). Competition between motorbike brands in Indonesia continues to occur, including the Honda and Yamaha brands. Each brand has advantages that can be emphasized to consumers, so that consumers are interested in making purchases from the brands they offer. However, the Yamaha motorbike brand (Nmax) has proven to be superior in sales compared to the Honda motorbike brand (PCX) in 2024. This research method utilizes Google facilities which are often used by everyone, namely online Google forms with a sample of 100 respondents who use Honda PCX motorbikes. The research results show that brand image and price have a significant effect on consumer buying interest. A strong brand image and competitive prices increase consumer buying interest. This research provides implications for companies to maintain and improve the quality of their brand image and adjust prices to consumer needs.

Page 9 of 9 | Total Record : 84

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