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Growth: Journal Management and Business
Published by PT Lentera Ilmu Nusantara
ISSN : -     EISSN : 30317959     DOI : https://doi.org/10.59422/growth.v2i02
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Growth: Journal Management and Business, published by Lentera Ilmu Nusantara Growth: Journal Management and Business accommodates the publication of research results in the field of Economics and Business conducted by lecturers as a manifestation of the Tri Darma of Higher Education. Growth: Journal Management and Business is an electronic journal that is professionally managed using the Open Journal System, published twice a year, namely in December and June.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 25 Documents
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Brand Ambassadors, Brand Trust, and Hedonic Motivation in Shaping G2Glow Purchase Decisions Rahma, Alma Syifa; Putri, Fuzha Melyani; Khomairo, Ratu Dini; Tinnafsiyyah, Nurfithroh; Zulaeka, Almira
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.995

Abstract

This study explores the influence of Social Brand Ambassadors on purchasing decisions for G2Glow products, with Brand Trust as a mediating variable and Hedonic Motivation as a moderating variable. The aim of this research is to determine the extent to which brand ambassadors shape brand trust and how it affects consumer decision-making. A quantitative approach was employed using Partial Least Square (PLS) analysis, and data were collected from 101 respondents via an online questionnaire. The results indicate that Social Brand Ambassadors do not have a direct effect on purchasing decisions but do have a significant indirect effect through Brand Trust. Furthermore, Hedonic Motivation also has a significant influence on purchasing decisions. The analysis of variables reveals that Brand Trust plays a crucial role as a bridge between brand ambassadors and purchasing decisions, while Hedonic Motivation enhances the emotional influence in the buying process. The conclusion of this study highlights that brand trust is a key factor in influencing purchasing decisions, and the strategic use of the right brand ambassador can strengthen that trust. The originality of this study lies in integrating social brand ambassadors, brand trust, and hedonic motivation within a single model, offering a more comprehensive explanation of consumer behavior in the beauty industry. Theoretically, the findings extend consumer behavior and branding literature by showing that emotional and trust-based mechanisms are stronger predictors of purchasing decisions than ambassadorial presence alone, thereby contributing new insights into the role of mediated and moderated pathways in digital marketing contexts. The practical implication is that marketers should emphasize emotional elements and credibility in their promotional strategies.
Digital Readiness and Innovation Behavior: The Role of Technology Adoption and Organizational Agility in Manufacturing Firms Rahmadani, Eki Prafitri; Maelani, Susi; Putri, Mei Candra; Pratiwi, Ardila
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.996

Abstract

This study aims to examine the influence of digital readiness on innovation behavior in manufacturing companies in West Java, considering the role of technology adoption as a mediating variable and organizational agility as a moderating variable. Using a quantitative approach and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, the findings reveal that digital readiness positively influences innovation behavior directly and is also associated with higher levels of technology adoption within organizations. However, technology adoption is not found to significantly mediate the relationship between digital readiness and innovation behavior. On the other hand, organizational agility strengthens this relationship, indicating that organizations responsive to change are better equipped to translate digital readiness into innovative actions. Theoretically, these findings extend the literature on digital transformation and innovation management by demonstrating that the integration of digital readiness with organizational agility provides a stronger explanatory framework for how firms achieve innovation outcomes in dynamic environments. These findings imply that in fostering a sustainable culture of innovation, companies should not only focus on enhancing digital readiness and technology adoption capabilities but also prioritize strengthening organizational agility to effectively respond to dynamic changes.
Product Quality and Purchase Decisions in Skincare: The Mediating Role of Repurchase Intention and the Moderating Role of Customer Reviews Aisyah, Nisa; Ningtyas, Alisya Sabrina; Dewi, Putri Shakira; Ezyah, Eazy
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.999

Abstract

The rapid growth of the global skincare industry has intensified competition among brands to capture consumer attention, primarily through product quality offerings. This study aims to examine the effect of product quality on purchase decisions in the skincare sector, with repurchase intention as a mediating variable and customer review as a moderating variable. A quantitative explanatory approach was employed, involving 228 active skincare product users who responded to an online questionnaire. Data were analyzed using Structural Equation Modelling based on Partial Least Squares (SEM-PLS). The results reveal that product quality significantly influences both purchase decisions and repurchase intention. Furthermore, repurchase intention positively mediates the relationship between product quality and purchase decisions. On the other hand, customer reviews were found to have no significant direct effect on purchase decisions and did not moderate the relationship between product quality and purchase decisions. These findings suggest that consumers rely more on personal experience and perceived product quality rather than digital reviews. The study highlights the importance for companies to focus on product innovation and customer satisfaction to enhance repurchase behavior. Future research is recommended to involve potential consumers to broaden the understanding of purchasing behavior in the skincare market, and to explore how digital platforms might interact with consumer trust and technology acceptance in shaping long-term loyalty.
Perception Ease of Use and Fintech Adoption: The Mediating Role of Trust and the Moderating Role of Security Agustin, Restiana; Anjani, Tiya Melida; Khairunnisa, Jihan; Haya, Aqila Fadia
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.1000

Abstract

This study examines how perceived ease of use contributes to the intention to use Financial Technology services, considering trust as a mediating variable and security as a moderating variable. The aim of this research is to analyze the influence of perceived ease of use on the intention to use Financial Technology, with trust as a mediator and security as a moderator. The method employed is quantitative, using a survey approach by distributing questionnaires to 89 respondents, the majority of whom are students aged 18–24. The analysis was conducted using Partial Least Squares (PLS). The results indicate that perceived ease of use contributes to the intention to use financial technology and positively influences trust. However, trust does not contribute to the intention to use and does not mediate the relationship between perceived ease of use and the intention to use financial technology. Furthermore, security does not moderate the relationship between perceived ease of use and trust. These findings suggest that ease of use is more dominant in influencing the intention to use financial technology compared to trust and security. Theoretically, this study refines the Technology Acceptance Model (TAM) by affirming the primacy of perceived ease of use while revealing that trust and security play a diminished role among younger users. This finding underscores the contextual nature of TAM, suggesting that usability factors may outweigh relational and safety considerations in shaping financial technology adoption. The practical implication is that financial technology service providers should prioritize ease of access and user experience. The limitation of this study lies in the homogeneity of the respondents' demographics; therefore, further research with a broader scope is recommended to obtain a more representative understanding.
Financial Literacy, Attitudes, and Decision-Making: The Mediating Role of Attitudes and Moderating Role of Consumptive Culture Hutasoit, Ruth Soraya; Panjaitan, Josephin Michael; Nugraha, Kevin Andrian; Tamba, Alexander Apryan; David, Firman
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.1001

Abstract

In the modern era, young generations face complex financial management challenges due to technological advancements and the widespread consumerist culture. Financial literacy has become a crucial aspect to support rational and sustainable financial decision-making. This study examines the role of financial attitude as a mediator in the relationship between financial literacy and financial decision-making, as well as investigates the influence of consumerist culture as a moderating variable. Using a causal quantitative approach and purposive sampling of 110 respondents, data were collected through questionnaires and analyzed with PLS-SEM using SmartPLS 3.0. The results show that financial literacy positively affects financial attitude and financial decision-making, with financial attitude mediating this relationship. Although consumerist culture has not yet shown a strong moderating effect, it remains an important factor in the financial behavior of young generations. These findings emphasize the importance of developing financial education programs that not only enhance knowledge but also foster positive attitudes and critical awareness of consumerist culture to support wiser and more sustainable financial decision-making. Furthermore, this study enriches financial literacy scholarship by highlighting the contextual influence of consumerist culture on young generations, thereby advancing the discourse on sustainable financial behavior.

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