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INDONESIA
Journal of Managerial Sciences and Studies
Published by Pt. Mawadaku Sukses Solusindo
ISSN : 29886600     EISSN : 29886619     DOI : 10.61160
Core Subject : Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Social Sciences
ilmu manajemen seperti manajemen keuangan, industri, pemasaran, sumber daya manusia, penjaminan mutu, dan ilmu-ilmu sosial lainnya seperti sosiologi, komunikasi, dan administrasi. Jurnal ini secara khusus menyediakan forum bagi para peneliti untuk berdiskusi, mengejar dan mempromosikan pengetahuan di bidang yang sedang berkembang dan berkembang di bidang manajemen dan ilmu sosial.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Perilaku Organisasi dan Menejemen Sumber Daya Manusia
Articles 82 Documents
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The Effect of Storytelling Marketing on Purchase Intention Through Brand Experience and Brand Engagement Mahjudin Mahjudin; Dody Suhermawan
Journal of Managerial Sciences and Studies Vol. 4 No. 1 (2026): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v4i1.127

Abstract

The cosmetics industry has experienced substantial growth over the past decade, accompanied by significant changes in consumer behavior, particularly among Generation Z consumers who increasingly value emotional connections, brand narratives, and meaningful experiences when making purchasing decisions. In response to these changes, storytelling marketing has emerged as an important strategy for creating emotional bonds between brands and consumers. However, previous studies have predominantly examined the influence of storytelling marketing on purchase intention through either brand experience or brand engagement separately, resulting in limited understanding of their simultaneous mediating roles. Therefore, this study aims to analyze the effect of storytelling marketing on purchase intention through brand experience and brand engagement among Premium make up brandmakeup makeup consumers in Surabaya. This study employed a quantitative explanatory approach using a survey method. Data were collected through online questionnaires distributed to university students in Surabaya who had purchased premium make up brandmakeupproducts and were familiar with storytelling marketing content on social media. A purposive sampling technique was applied, resulting in 250 respondents. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The analysis included assessments of the measurement model and structural model, as well as hypothesis testing and mediation analysis through bootstrapping procedures. The findings indicate that storytelling marketing does not have a significant direct effect on purchase intention. However, storytelling marketing has a positive and significant effect on both brand experience and brand engagement. Furthermore, brand experience and brand engagement significantly influence purchase intention, with brand engagement demonstrating the strongest effect. The mediation analysis reveals that both brand experience and brand engagement significantly mediate the relationship between storytelling marketing and purchase intention. These findings suggest that storytelling marketing is more effective in enhancing consumers’ purchase intentions through the creation of meaningful brand experiences and active consumer engagement rather than through direct influence alone.
The Effect of Total Asset Turnover, Debt-to-Equity Ratio, and Net Profit Margin on Stock Returns: Empirical Evidence from FMCG’s Sub-Sector Companies Listed on the Indonesia Stock Exchange (2023–2025) Haryanti Juniarsih; Djolin Henriansah
Journal of Managerial Sciences and Studies Vol. 4 No. 1 (2026): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v4i1.128

Abstract

This study empirically investigates the influence of Total Asset Turnover (TATO), Debt-to-Equity Ratio (DER), and Net Profit Margin (NPM) on stock returns among retail sub-sector companies listed on the Indonesia Stock Exchange (IDX) over the 2023–2025 period. Anchored in Signaling Theory, this study posits that financial ratios function as informational signals that shape investor perception and, consequently, equity valuation in the capital market. The retail sector was selected as the research locus given its acute sensitivity to macroeconomic fluctuations and the structural challenges posed by the post-COVID-19 recovery environment. This study adopts a quantitative causal research design using secondary data obtained from annual financial statements and official stock price records. A purposive sampling technique yielded a final sample of 20 companies, generating 80 panel observations. Data were analyzed using panel data regression with the Common Effect Model (CEM) selected as the most appropriate estimator based on the Chow Test and Lagrange Multiplier Test. To address detected heteroscedasticity, the Panel Estimated Generalized Least Squares (EGLS) with cross-section weights was applied. The findings reveal that TATO and NPM each exert a positive and statistically significant effect on stock returns, whereas DER demonstrates no significant influence. Simultaneously, all three variables jointly explain 31.47% of the variation in stock returns, with the remaining variance attributable to external macroeconomic and firm-specific factors beyond the model's scope. These results corroborate the signaling framework by confirming that asset utilization efficiency and net profitability constitute the principal fundamental signals prioritized by market participants in the retail industry. The findings carry practical implications for both investors — who are advised to emphasize operational efficiency and profitability metrics in their stock selection process — and for corporate management, which should treat asset optimization and margin improvement as strategic levers for enhancing market valuation.

Page 9 of 9 | Total Record : 82

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