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Branding: Jurnal Manajemen & Bisnis
Published by Universitas Islam Negeri Sunan Gunung Djati Bandung
ISSN : -     EISSN : 29638852     DOI : https://doi.org/10.15575/jb
Core Subject : Economy,
Economics, Econometrics & Finance
BRANDING: Jurnal Manajemen & Bisnis (issn: 2963-8852) is a peer-reviewed journal published two times a year (April and October) by Department of Management, Faculty of Economic and Islamic Business. This journal is intended to be the journal for publishing articles reporting the results of research on management. BRANDING: JBM invites manuscripts in the various topics include, but not limited to, functional areas of marketing management, finance management, strategic management, operation management, human resource management, e-business, knowledge management, management accounting, management control system, management information system, international business, business economics, business ethics and sustainable, and entrepreneurship. BRANDING: Jurnal Manajemen & Bisnis includes research related to: 1. Marketing Management 2. Financial Management and Banking 3. Human Resource Management 4. Operations Management 5. Strategic Management 6. Knowledge Management 7. Business, Innovation, Economy 8. Entrepreneurship 9. Syariah Management 10. Related topics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 101 Documents
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WHEN INCOME IS LIMITED, DOES WORKING AS WORSHIP STILL CREATE WELFARE: CAREER MOM IN PRIVATE SECTOR CASE Dewi Insyirahti Salsabilla; Ali Muhtarom; Muhammad Shulthoni; Muhammad Fathrezza Imani
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.55384

Abstract

The role of mothers is crucial in the global era, and their presence is the foundation of life. The knowledge that mothers play a role in all areas is believed to have an impact on the nation. Mothers not only spend their lives at home, but some also help by working in addition to taking care of the household. This study aims to provide an overview of the motivation of blessing and gratitude as the basis for work enthusiasm, considering the many costs not covered by a low basic salary, such as childcare costs. The method used is qualitative primary sources. It is hoped that this study will have a positive impact on stakeholders in the private and public sectors, allowing them to consider policies related to the economic welfare of career mothers by providing various facilities to support their improvement.
THE BLUE-HALAL-REGIONAL NEXUS: A MODEL FOR SUSTAINABLE ARCHIPELAGIC DEVELOPMENT IN THE BANGKA BELITUNG ISLANDS Ahmad Yani; Yogi Cahyo Ginanjar
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.55397

Abstract

This study examines the interaction between blue economy development, regional economic transformation, and Islamic economic principles in shaping sustainable growth in the Bangka Belitung Islands. Using a qualitative-descriptive approach supported by GRDP data from 2020–2024 and policy documents from BPS, KKP, BI, and KNEKS, the analysis highlights how the province is transitioning from a mining-dependent economy to a more diversified maritime system. The findings show that key blue economy sectors, fisheries, manufacturing, maritime logistics, and tourism, exhibit stronger growth and resilience compared to mining, particularly during the post-pandemic recovery period. These sectors collectively contribute approximately 35% of the province’s GRDP, with absolute values rising significantly from IDR 54.65 trillion in 2020 to 75.77 trillion in 2024, indicating deepening structural integration of ocean-based economic activities. In parallel, Islamic economic instruments play an increasingly vital role in supporting inclusive and ethical development. Mechanisms such as mudarabah, musharakah, qardhul hasan, and productive waqf have expanded financing access for coastal MSMEs, strengthened micro-level resilience, and facilitated value-added activities in fisheries, processing industries, and marine tourism. These practices align with maqasid al-shariah principles, ensuring that economic growth is pursued alongside social justice and environmental responsibility. The integration of blue economy strategies and Islamic economic ethics forms a coherent framework for sustainable regional development. This research proposes the “Blue–Halal–Regional Nexus” as a conceptual model that synthesizes environmental stewardship, inclusive finance, and spatial competitiveness. The study’s findings offer important insights for policymakers seeking to accelerate structural transformation and build resilient archipelagic economies in Indonesia and beyond.
THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER ENGAGEMENT, MEDIATED BY SOCIAL TIES AND PRODUCT ATTRIBUTES: A STUDY OF PO.BEJEU Annatasya Nabila De Vega; Mohamad Rifqy Roosdhani
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.55723

Abstract

This study aims to analyze the effect of social media marketing activities (SMMA) on customer engagement, with social ties and product attributes serving as mediating variables at PO Bejeu. The research employs a quantitative approach using a survey method targeting TikTok users who have viewed or interacted with content from PO Bejeu’s official account. The sampling technique used was purposive sampling, with a total of 239 respondents. Data were analyzed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of SmartPLS 4 software. The results indicate that SMMA has a positive and substantial effect on customer engagement, social ties, and product attributes. Social ties were found to have a positive and substantial effect on customer engagement and mediate the relationship between SMMA and customer engagement. Conversely, product attributes do not have a substantial effect on customer engagement and do not act as a mediating variable. These findings indicate that customer engagement on PO Bejeu’s social media is more influenced by the strength of social relationships among users than by perceptions of the service attributes offered. The implications of this study emphasize the importance of social interaction-based marketing strategies to enhance customer engagement on social media platforms.
EXAMINING THE EFFECTS OF TRANSFORMATIONAL LEADERSHIP AND WORK ENVIRONMENT ON EMPLOYEE PERFORMANCE: EVIDENCE FROM A PUBLIC LAW ENFORCEMENT INSTITUTION IN INDONESIA Apriliani E. Permatasari; Yenny Maya Dora
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Employee performance has become a strategic concern in public organizations as governments pursue bureaucratic reform to improve accountability, service quality, and organizational effectiveness. Although transformational leadership and work environment are widely recognized as key determinants of employee performance, empirical evidence from law enforcement and public prosecution institutions remains scarce, particularly in emerging economies. This study investigates the influence of transformational leadership and work environment on employee performance within Indonesia's public prosecution service, using the West Java Provincial Prosecutor's Office as the research setting. A quantitative cross-sectional design was employed by surveying 200 employees selected through proportionate stratified random sampling from a population of 400 employees. Data were analyzed using multiple linear regression with IBM SPSS 27. The findings reveal that both transformational leadership and work environment significantly enhance employee performance. Transformational leadership exerts the strongest influence (β = 0.471, p < 0.001), followed by work environment (β = 0.362, p < 0.001). Together, these variables explain 45.8% of the variance in employee performance (R² = 0.458), indicating that leadership behaviors and supportive workplace conditions constitute important organizational resources for improving employee outcomes. The study extends the transformational leadership literature by providing empirical evidence from an underexplored public-sector context and demonstrates the complementary role of workplace conditions in enhancing employee performance. These findings offer practical insights for public managers seeking to strengthen organizational effectiveness through leadership development and improvements in the work environment, thereby supporting the implementation of bureaucratic reform.
THE INFLUENCE OF STRATEGIC MANAGEMENT AND ORGANIZATIONAL BEHAVIOR ON ORGANIZATIONAL PERFORMANCE IN THE HOTEL SERVICE INDUSTRY Arif Budi Raharja
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58409

Abstract

This study aims to analyze the influence of strategic management and organizational behavior on organizational performance within the hotel service industry in Bandung. The increasingly dynamic nature of hotel industry competition demands that organizations effectively implement strategic management and foster organizational behavior that supports the achievement of corporate goals. A quantitative approach utilizing a survey method was employed. The study sample consisted of 50 respondents working in hotel service businesses in Bandung, selected via purposive sampling. Data were collected using Likert-scale questionnaires and analyzed through multiple linear regression using SPSS software. Statistical testing involved partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results indicate that strategic management has a significant influence on organizational performance. Furthermore, organizational behavior also significantly influences organizational performance. Simultaneously, strategic management and organizational behavior exert a significant influence on organizational performance within the hotel industry in Bandung. These findings demonstrate that achieving organizational performance requires not only effective strategies but also individual and group behaviors capable of supporting strategy implementation. The study implies that hotel management should strengthen the processes of strategy formulation, implementation, and evaluation while creating an organizational environment that fosters communication, cooperation, motivation, and responsibility to enhance operational effectiveness and organizational competitiveness.
PENGARUH BUDAYA KERJA DIGITAL DAN GAYA KEPEMIMPINAN TRANSFORMASIONAL TERHADAP PERILAKU PROAKTIF KARYAWAN PT. TELKOM INDONESIA DI ERA TRANSFORMASI DIGITAL Salsabila Nafisah Olinda; Joeliaty
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58459

Abstract

Transformasi digital menuntut organisasi memiliki karyawan yang tidak sekadar mampu beradaptasi dengan teknologi baru, tetapi juga berani mengambil inisiatif dalam menghadapi perubahan yang berlangsung cepat. Penelitian ini bertujuan menguji pengaruh budaya kerja digital dan gaya kepemimpinan transformasional terhadap perilaku proaktif karyawan di Divisi Digital Connectivity Service (DCS) Area Kota Bandung PT. Telkom Indonesia, baik secara parsial maupun simultan. Pendekatan kuantitatif deskriptif verifikatif diterapkan dengan melibatkan 54 responden melalui teknik sensus. Data dikumpulkan menggunakan kuesioner skala Likert lima poin secara daring, kemudian dianalisis menggunakan Structural Equation Modelling–Partial Least Square (SEM-PLS) dengan pendekatan second-order construct melalui two-stage approach. Hasil penelitian menunjukkan bahwa budaya kerja digital berpengaruh positif dan signifikan terhadap perilaku proaktif (koefisien jalur = 0,365; p = 0,030), begitu pula gaya kepemimpinan transformasional (koefisien jalur = 0,359; p = 0,009). Secara simultan, kedua variabel menjelaskan 39,9% variasi perilaku proaktif karyawan. Temuan ini mengindikasikan bahwa peningkatan perilaku proaktif memerlukan sinergi antara lingkungan kerja digital yang suportif dan kepemimpinan yang menginspirasi serta memberdayakan karyawan secara berkelanjutan.
KUALITAS AUDIT MEMODERASI PENGARUH FIRM SIZE DAN COMPANY GROWTH TERHADAP INCOME SMOOTHING Teresiya; Suciati Muanifah
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58528

Abstract

Income smoothing merupakan praktik manajerial untuk mengurangi fluktuasi laba yang dilaporkan sehingga kinerja perusahaan tampak lebih stabil antarperiode. Praktik tersebut penting dikaji karena berpotensi memengaruhi kualitas informasi keuangan dan keputusan pemangku kepentingan. Penelitian ini bertujuan menganalisis pengaruh firm size dan company growth terhadap income smoothing dengan kualitas audit sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan data sekunder berupa laporan keuangan tahunan perusahaan yang diperoleh dari Bursa Efek Indonesia (BEI). Populasi penelitian terdiri atas 102 perusahaan consumer non-cyclical sub sektor food and beverage periode 2020–2024. Berdasarkan teknik purposive sampling, diperoleh 13 perusahaan dengan 65 observasi sebagai sampel penelitian. Analisis data dilakukan menggunakan regresi logistik dengan bantuan EViews 13. Hasil penelitian menunjukkan bahwa firm size dan company growth secara simultan berpengaruh terhadap income smoothing. Namun, secara parsial, baik firm size maupun company growth tidak berpengaruh terhadap income smoothing. Selanjutnya, kualitas audit terbukti memoderasi dan memperkuat pengaruh firm size terhadap income smoothing, tetapi tidak mampu memoderasi pengaruh company growth terhadap income smoothing. Temuan ini menunjukkan bahwa praktik income smoothing tidak hanya berkaitan dengan karakteristik perusahaan, tetapi juga dengan peran mekanisme pengawasan eksternal melalui kualitas audit.
INFLUENCE SOCIAL MEDIA MARKETING AND REVIEWS PRODUCT INTEREST IN BUYING SKINTIFIC SKINCARE ON TIKTOK A. Saeful Bahri; Asep Syiarudin; Bachtiar Rifai S.; Surahman
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.57356

Abstract

The advancement of digital technology compels businesses to optimize their digital marketing strategies to boost consumer purchase intention. This study aims to analyze the partial and simultaneous effects of social media marketing and product reviews on the purchase intention for Skintific skincare products on TikTok. A quantitative method with an associative approach was employed. Data were collected via questionnaires distributed to 100 respondents selected through purposive sampling; the inclusion criteria were TikTok users residing in Bandung who were aware of and had viewed Skintific marketing content or product reviews on the platform. Data analysis involved multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that social media marketing has a positive and significant effect on purchase intention, with a calculated t-value of 4.920 and a significance level of 0.000. Product reviews also exert a positive and significant influence on purchase intention, with a calculated t-value of 4.476 and a significance level of 0.000. Simultaneously, social media marketing and product reviews significantly and positively affect purchase intention, yielding a calculated F-value of 52.684 and a significance level of 0.000. An R-square value of 0.520 indicates that the two independent variables explain 52.0% of the variation in consumer purchase intention. These findings demonstrate that optimizing social media marketing and managing product reviews are crucial factors in enhancing purchase intention for Skintific skincare among TikTok users in Bandung.
ANALISIS PERAN MEDIA SOSIAL DAN DIGITAL MARKETING DALAM MENINGKATKAN VISIBILITAS DAN DAYA SAING UMKM DI DESA TIRTANADI Wilda Walidatul Hauliah; Baiq Yuliana Rizkiwati; Susilawati
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58368

Abstract

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis peran media sosial dan digital marketing dalam meningkatkan visibilitas serta daya saing UMKM di Desa Tirtanadi. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Penentuan informan dilakukan dengan menggunakan teknik purposive sampling, yang terdiri dari para pelaku UMKM yang aktif menggunakan platform digital dan perwakilan pemerintah desa setempat. Teknik pengumpulan data meliputi observasi partisipatif pasif, wawancara mendalam yang terstruktur, dan dokumentasi. Analisis data dilakukan secara induktif menggunakan model interaktif Miles dan Huberman yang mencakup kondensasi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa media sosial (seperti Facebook, TikTok, Instagram, dan WhatsApp Business) berperan sebagai alat komunikasi interaktif yang memangkas jarak fisik dan membangun keterikatan pelanggan. Sementara itu, modernisasi digital marketing melalui pembuatan konten dan optimalisasi pencarian lokal memperluas visibilitas daring produk desa. Secara bersama-sama, integrasi kedua strategi digital tersebut berhasil membangun kesadaran merek, menciptakan diferensiasi produk, serta memperkuat keunggulan bersaing yang berkelanjutan bagi UMKM pedesaan untuk berkompetisi di pasar modern.
PEMANFAATAN CHATGPT UNTUK PENGUATAN PEMASARAN DIGITAL UMKM Lady; Kerlin; Lily Purwianti
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58648

Abstract

Perkembangan teknologi digital mendorong UMKM untuk memanfaatkan media digital sebagai sarana pemasaran sekaligus memperluas jangkauan informasi mengenai produk dan usaha. Namun, masih banyak pelaku UMKM yang mengalami kendala dalam menghasilkan konten promosi secara konsisten dan membangun identitas digital yang terintegrasi. Penelitian ini bertujuan menganalisis pemanfaatan ChatGPT dalam penyusunan konten digital serta implementasi pemasaran digital pada Toko Ahua. Penelitian menggunakan pendekatan kualitatif dengan metode action research dua siklus. Data diperoleh melalui observasi, wawancara terhadap satu pemilik dan enam pelanggan, dokumentasi, serta data insight platform. Implementasi dilakukan dengan memanfaatkan ChatGPT untuk menyusun ide konten, caption promosi, dan deskripsi produk, kemudian didukung melalui pengelolaan Instagram Business, Facebook, WhatsApp Business, dan Google Maps. Hasil penelitian menunjukkan bahwa ChatGPT membantu mempercepat penyusunan konten dan menghasilkan variasi materi promosi yang lebih beragam. Penggunaan beberapa variasi promptyang dipadukan dengan foto dan video asli produk menghasilkan konten yang lebih autentik dibandingkan penggunaan satu prompt secara berulang. Selain itu, selama periode implementasi terlihat peningkatan visibilitas usaha, perkembangan awal visibilitas digital, kemudahan komunikasi dengan pelanggan, serta terbentuknya identitas digital yang lebih lengkap. Temuan ini menunjukkan bahwa pemanfaatan ChatGPT yang didukung pengelolaan media digital secara konsisten dapat mendukung pembentukan fondasi awal ketahanan digital UMKM melalui peningkatan kemampuan adaptasi teknologi dan pengelolaan pemasaran digital yang lebih terstruktur.

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