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Johannes Baptista Hali
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johanneshalik@ukipaulus.ac.id
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amariobre@gmail.com
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Management Department, Universitas Kristen Indonesia Paulus, Makassar, Indonesia Jl. Perintis Kemerdekaan KM 13 Kel. Kapasa / Kec. Tamalanrea Makassar 90245, Indonesia
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INDONESIA
Journal of Marketing Management and Innovative Business Review
Published by Universitas Kristen Indonesia Paulus
ISSN : -     EISSN : 30314208     DOI : 10.63416
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
MARIOBRE or Journal of Marketing Management and Innovative Business Review is a journal published twice a year in June and December, by the Master of Management Study Program, Universitas Kristen Indonesia Paulus, Indonesia. ISSN Number: 3031-4208. This journal aims to discuss current issues and disseminate the latest findings in marketing studies and current business issues to the wider community, including scientists, practitioners and policy makers. We welcome submissions of original research in marketing studies and business research (e.g., consumer behavior, brand management, marketing analytics, financial management, operational and strategic management also Human Resources Management and Digital Marketing). Our journal adheres to the Open Access policy and currently no Article Processing Charges (APC) will be charged for accepted articles. MARIOBRE is a bilingual journal. Writers can write the manuscript, either in English or Indonesian. Submitted manuscripts will be checked for plagiarism. Only articles with a rigorous research process and substantial managerial/scientific contributions will be reviewed.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 56 Documents
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The Influence of Brand Image, Brand Equity, and Influencers on Yamaha Motorcycle Purchase Decisions among University Students Tallamma, Bonanchya Rampow; Jaya, Amir; Londong, Jerliyen Pramita
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.390

Abstract

Previous research has reported mixed findings regarding the effectiveness of brand image and brand equity in shaping young consumers’ purchasing decisions in the digital era. This study examines the impact of brand image, brand equity, and influencers on Yamaha motorcycle purchasing decisions among university students, with a focus on identifying the most influential factors in contemporary digital marketing contexts. A quantitative method was applied through a survey of 96 Yamaha motorcycle users from Paulus Christian University of Indonesia, Makassar. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results reveal an unexpected pattern: brand image (t-statistic = 1.069, p = 0.285) and brand equity (t-statistic = 1.142, p = 0.253) did not have a significant effect on purchase decisions. In contrast, influencers exerted a strong and statistically significant positive influence (t-statistic = 6.021, p = 0.000, f² = 0.504), explaining 52.3% of the variance in purchase decisions. These results challenge traditional assumptions regarding brand power and indicate a paradigm shift from brand-centered to social influence-centered marketing among digital-native consumers. From a practical standpoint, the findings suggest that Yamaha and other automotive companies should reallocate marketing resources from conventional brand image enhancement toward more authentic and personalized influencer marketing strategies targeting the student segment.
From Strategy to Adaptability: How Strategic Leadership Shapes Organizational Resilience via Adaptive Culture Mahmudah, Dewi Siti; Indriyani, Novita Dwi
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.391

Abstract

This study investigates the effect of strategic leadership on organizational resilience, with adaptive culture serving as a mediating variable. Using a quantitative approach and partial least squares structural equation modeling (PLS-SEM), data were collected from 160 organizational respondents. The results indicate that strategic leadership does not directly affect organizational resilience. However, strategic leadership significantly influences adaptive culture, which in turn has a positive and significant effect on resilience. Furthermore, adaptive culture is found to fully mediate the relationship between strategic leadership and organizational resilience. These findings highlight the pivotal role of adaptive culture as a transmission mechanism through which strategic leadership fosters resilience. Theoretically, the study contributes to the leadership and resilience literature by confirming the mediating role of culture. Practically, it underscores the importance of cultivating adaptive cultural values to translate leadership into tangible resilience capabilities, especially in dynamic and uncertain environments.
Digital Marketing and Brand Image as Drivers of Customer Loyalty at PT Bank OCBC NISP Tbk Pettarani Makassar Branch Alvionita, Devi; Jaya, Amir; Londong, Jerliyen Pramita
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.401

Abstract

The development of digital technology has brought significant changes in various sectors, including the banking industry. These changes encourage financial institutions, including PT Bank OCBC NISP Tbk KC Pettarani Makassar, to further develop more relevant and effective marketing strategies, one example of which is through the implementation of digital marketing. Digital marketing plays an important role in shaping brand image. However, in practice, not all financial institutions are able to implement this strategy optimally. At OCBC Bank, the digital marketing strategy is considered not yet capable of attracting attention and building customer loyalty to the maximum. This condition directly impacts the brand image formed in the minds of customers, which ultimately affects their loyalty. This research aims to identify various factors influencing the decline of customer loyalty and to formulate appropriate digital marketing strategies to enhance that loyalty. The research method used in this study is Structural Equation Modeling - Partial Least Squares or SEM-PLS. The results of this study provide insights that digital marketing does not have a direct impact on customer loyalty. Customer loyalty is more influenced by the brand image of Bank OCBC. This is evidenced by the path coefficient value of brand image towards loyalty being higher than the path coefficient value of digital marketing towards customer loyalty.
Does Career Development Foster Organizational Citizenship Behavior? The Mediating Influence of Job Satisfaction Kusumawardhani, Grace; Syailendra, Siera; Yuliani, Tutik
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.404

Abstract

This study investigates the relationship between career development, job satisfaction, and organizational citizenship behavior (OCB) by testing the mediating role of job satisfaction. Using a quantitative explanatory design, data were collected from 100 permanent employees of PT Bank Rakyat Indonesia in Bekasi and analyzed with Structural Equation Modeling–Partial Least Squares (SEM–PLS). The findings reveal that career development has a strong and positive effect on job satisfaction but does not directly influence OCB. Instead, job satisfaction significantly predicts OCB and mediates the relationship between career development and OCB. These results emphasize that career development initiatives can only foster citizenship behaviors when they enhance employees’ satisfaction with their jobs. Theoretically, the study strengthens Social Exchange Theory by highlighting job satisfaction as a critical attitudinal mechanism. Practically, the results suggest that organizations should align career development programs with employees’ psychological needs to increase satisfaction and, consequently, stimulate extra-role behaviors. Future studies are encouraged to extend the analysis across industries and adopt longitudinal designs to validate the causal pathways identified.
Risk Management Practices Among Campus-Based MSMEs: A Qualitative Study at FEB Khairun University Indra Santoso, Septy; Meliana, Meliana; Syahdan, Rinto; Debeturu, Gisela S.; Buamona, Salwa Shobiha; Muhlis, Widyawati; Ruumbia, Chantika Alya; Ali, Sarmina; Fahrudin, Fitri; Arvaji, Jul; Putri, Livi Meiga
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.418

Abstract

This study aims to explore the implementation of business risk management among Micro, Small, and Medium Enterprises (MSMEs) operating within the campus environment of Khairun University, particularly at the Faculty of Economics and Business in Ternate City. Although numerous studies have discussed risk management in MSMEs, most focus on large-scale businesses or urban commercial settings. Only a few have examined campus-based MSMEs, which operate under distinctive institutional and market constraints. This research fills that gap by investigating how MSME actors in a university setting identify, analyze, and respond to business risks. A descriptive qualitative approach was employed, using in-depth interviews and participatory observation as data collection techniques. The unit of analysis in this study consists of three culinary MSME owners operating within the canteen area of the Faculty of Economics and Business, Khairun University. The informants were selected purposively based on their active involvement in daily business management and risk-handling practices. The findings reveal that effective risk management contributes positively to business sustainability, particularly in strategic decision-making and financial control. The scientific contribution (novelty) of this study lies in its focus on campus-based MSMEs, a context rarely explored in previous risk management literature. The study expands theoretical understanding of how the campus business environment—with its limited market scope and dependence on academic communities—shapes MSME risk management behavior. Furthermore, it provides a conceptual foundation for developing adaptive training and mentoring models to strengthen risk preparedness among MSMEs operating in higher education environments.
Authenticity and Brand Sensemaking Process: A Narrative Analysis of Marketing Managers in Building Trust Through Long-Term Collaboration with Nano-Influencers Galib, Mukhtar; Maulana; Syam, Jumiati; Muharram
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.421

Abstract

Abstract: The strategic shift towards authenticity in digital marketing has prioritized nano-influencers to build sustainable brand trust. However, authenticity remains an ambiguous, fluid, and complex concept for marketing managers to navigate. This study aims to describe the managerial sensemaking process used to define and evaluate nano-influencer authenticity, as well as analyze the narrative strategies implemented in long-term collaborations to build brand trust. A descriptive qualitative research approach was used, through a multi-site case study method. Data were collected through in-depth interviews with marketing managers, brand managers, and social media managers. Findings indicate that managerial sensemaking towards authenticity is a nuanced qualitative process that focuses on three key dimensions: value alignment, relatable content aesthetics, and perceived intrinsic motivation, rather than solely on quantitative metrics. Strategic implementation relies on managing long-term relational partnerships that provide creative autonomy. The impact of this adaptive management is reflected in increased message credibility and community loyalty. This study concludes that structured, relational, and sensemaking-based nano-influencer partnership management can significantly increase sustainable brand trust, while offering a best practice model for marketing practitioners

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