Harmony Management: International Journal of Management Science and Business
(Harmony Management: International Journal of Management Science and Business) [e-ISSN : 3063-6248, p-ISSN : 3048-4189] is an open access Journal published by the IFREL (International Forum of Researchers and Lecturers). HarmonyManagement accepts manuscripts based on empirical research results, new scientific literature review, and comments/ criticism of scientific papers published by HarmonyManagement. This journal is a means of publication and a place to share research and development work in the field of Management Science and Business. Articles published in HarmonyManagement are processed fully online. Submitted articles will go through peer review by a qualified international Reviewers. Complete information for article submission and other instructions are available in each issue. HarmonyManagement publishes 4 (four) issues a year in March, June, September and December, however articles that have been declared accepted will be queued in the In-Press issue before published in the determined time.
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<![CDATA[The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets ]]>
<![CDATA[Muhammad Tody Arsyianto]]>;
<![CDATA[Sudarmiatin Sudarmiatin]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.205
<![CDATA[MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.]]>
<![CDATA[The Influence of Online Customer Review and Influencer Review on Purchase Intention of Somethinc Products on Tiktok Social Commerce : (Studi on Tiktok Users in Bandar Lampung) ]]>
<![CDATA[Dera Nandia]]>;
<![CDATA[Yuniarti Fihartini]]>;
<![CDATA[Mutiasari Nur Wulan]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.207
<![CDATA[The rapid advancement of the internet and social media has led to the emergence of social commerce, which integrates e-commerce with social media platforms. Reviews, as a form of electronic word-of-mouth (e-WOM), have become a key information source relied on by consumers in social commerce. However, the growing presence of buzzers and paid endorsements producing fake reviews has weakened the relevance and trustworthiness of e-WOM, including both online customer reviews and influencer reviews. This study aims to examine the impact of online customer reviews and influencer reviews on the purchase intention of Somethinc products on TikTok’s social commerce platform. The research adopts a quantitative approach with purposive sampling, involving 120 TikTok users in Bandar Lampung as respondents. Data were analyzed using multiple linear regression with SPSS 27 software. The findings reveal that both online customer reviews and influencer reviews significantly and positively influence purchase intention. These results suggest that exposure to online customer and influencer reviews can enhance consumers’ purchase intention toward Somethinc products on TikTok social commerce.]]>
<![CDATA[Analysis of Business Strategy Using SWOT and QSPM Method at Topten Printing in Metro City ]]>
<![CDATA[Adafi Imtiyaz Abiyyi]]>;
<![CDATA[Rr Erlina]]>;
<![CDATA[Ahmad Faisol]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.218
<![CDATA[This study examines Topten Printing, a printing company based in Metro City that offers diverse printing services characterized by competitive pricing, high-quality output, and efficient service. The research addresses the challenge of sustaining competitiveness amid rising market competition and evolving customer preferences. The objective is to analyze the company’s existing competitive strategies and propose viable alternatives for future growth. Employing a qualitative approach through a case study method, the research utilizes SWOT analysis and the Quantitative Strategic Planning Matrix (QSPM) to assess internal and external factors influencing the business. The results reveal that Topten Printing’s key strengths lie in its affordable pricing, reliable print quality, and prompt service delivery. However, the company also faces notable weaknesses, including a limited workforce and insufficient engagement on social media platforms. Opportunities exist in the growing demand for printed materials and government initiatives supporting micro, small, and medium enterprises (MSMEs), whereas significant threats stem from digital transformation trends and raw material price volatility. The synthesis of findings indicates that to enhance its market position, Topten Printing should implement a growth-oriented strategy focused on increasing production capacity by hiring freelance workers and intensifying social media marketing efforts. In conclusion, strengthening human resources and expanding digital marketing activities are essential steps for Topten Printing to maintain competitiveness and seize market opportunities in an increasingly dynamic business environment.]]>
<![CDATA[The Influence of Work Motivation and Organizational Commitment on Organizational Citizenship Behavior (OCB) in RRI Bandar Lampung Employees ]]>
<![CDATA[Aisyah Rizqa Ayundra]]>;
<![CDATA[Yuningsih Yuningsih]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.223
<![CDATA[Motivating human resources is essential for enhancing organizational performance and achieving company objectives. This study explores the influence of work motivation and organizational commitment on organizational citizenship behavior among employees at RRI Bandar Lampung. Data were collected through a Likert-scale questionnaire from 84 respondents and analyzed using multiple linear regression. The findings support the first hypothesis, indicating that work motivation positively and significantly affects organizational citizenship behavior. However, the second hypothesis reveals that organizational commitment has a negative and statistically insignificant impact on organizational citizenship behavior. The study recommends that organizations actively engage employees in decision-making processes and ensure equal opportunities for all. Additionally, providing employee training programs to support career development is advised. A limitation of this research is its relatively small sample and population size. Future studies should consider incorporating additional variables that could affect motivation, commitment, and citizenship behavior.]]>
<![CDATA[The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung ]]>
<![CDATA[Mila Fadila]]>;
<![CDATA[Aida Sari]]>;
<![CDATA[Driya Wiryawan]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.224
<![CDATA[This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.]]>
<![CDATA[Review of the Mediating Role of Satisfaction on the Influence of Service Quality, Brand Image, and Trust on the Loyalty of BPJS Employment Participants in Situbondo ]]>
<![CDATA[Vivi Arsita Wulandari]]>;
<![CDATA[Deasy Wulandari]]>;
<![CDATA[Hari Sukarno]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.228
<![CDATA[This study aims to analyze the effect of service quality , brand image , and trust on the loyalty of BPJS Ketenagakerjaan participants in the Non-Wage Recipient (BPU) segment at the Situbondo Branch, with satisfaction as a mediating variable. The research method uses a quantitative approach with purposive sampling techniques and data collection through questionnaires distributed to 110 respondents who have been active participants for more than six months. Data analysis was carried out using the Structural Equation Modeling Partial Least Square (SEM-PLS) method. The results of the study indicate that service quality and trust have a significant effect on satisfaction, while brand image does not have a significant effect. Meanwhile, trust and satisfaction have a significant effect on loyalty, while service quality and brand image do not. Satisfaction is also proven to mediate the effect of trust on loyalty, but does not significantly mediate other variables. This finding implies that increasing participant trust and satisfaction is the main key in building BPU participant loyalty at BPJS Ketenagakerjaan Situbondo.]]>
<![CDATA[Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers ]]>
<![CDATA[Ni Komang Ayuni Puspita Sari]]>;
<![CDATA[Satria Bangsawan]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.231
<![CDATA[This study investigates the impact of product quality, price, and brand image on the purchasing decisions of Wardah facial moisturizer among female students at the Faculty of Economics and Business, University of Lampung. Wardah was selected due to its popularity among young consumers and its reputation as a halal-certified brand offering affordable, high-quality products. Using a quantitative survey method, data were collected from 115 respondents who had purchased the product at least three times. The analysis, conducted through multiple linear regression, reveals that product quality, price, and brand image significantly influence purchase decisions both individually and simultaneously. These results highlight the importance of these factors in consumer decision-making and offer practical insights for cosmetic companies, especially Wardah, in crafting marketing strategies tailored to the preferences of young consumers. Additionally, the findings contribute to the growing body of marketing literature on cosmetic products in the Indonesian context.]]>
<![CDATA[Integrated Digital Marketing Strategy for UMKM in Facing Globalisation Challenges : A Multi-Channel and Digital Alliance Approach ]]>
<![CDATA[Adi Hermawansyah]]>;
<![CDATA[Sudarmiatin Sudarmiatin]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.233
<![CDATA[The development of digitalisation and globalisation requires MSMEs to adopt effective and integrated digital marketing strategies to improve competitiveness in international markets. This study aims to examine the effect of an integrated digital marketing strategy, which combines multi-channel and digital alliance approaches, on MSME performance. A quantitative research method with a survey approach was used, involving a sample of MSMEs that have been actively using digital marketing for at least six months. Data were analysed using Structural Equation Modeling (SEM) with the help of AMOS software. The results showed that multi-channel integration and digital alliances significantly improved the marketing performance of MSMEs in facing the challenges of globalisation. The findings strengthen the Resource-Based Theory (RBT) and Technology Acceptance Model (TAM) in the context of MSME digital marketing. The practical implications of this research emphasise the importance of digital capability development and strategic collaboration as keys to the success of MSMEs in the global market. The research also provides recommendations for MSME players and policy makers to support training programmes and facilitation of sustainable digital alliances.]]>
<![CDATA[The Influence of Learning and Development on HR Performance with Employee Engagement as a Mediating Variable: A Study in the Service Sector ]]>
<![CDATA[Budi Wahono]]>;
<![CDATA[Sopiah Sopiah]]>;
<![CDATA[Ludi Wishnu Wardhana]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.234
<![CDATA[Human resource development through Learning and Development (L&D) is a major challenge in improving employee performance in the service sector that is highly dependent on service quality. However, the mechanism of L&D's influence on HR performance involving employee engagement as a mediating variable is still not comprehensively understood. This study aims to analyze the influence of L&D on HR performance with employee engagement as a mediator in service companies in Jakarta. The method used is a quantitative survey with data collection through questionnaires to 120 employees, and data analysis using AMOS-based Structural Equation Modeling (SEM). The results of the study indicate that L&D has a direct positive effect on HR performance and indirectly through increasing employee engagement, which acts as a significant mediator. This finding strengthens the theory of social learning and employee engagement and emphasizes the importance of integrating psychological aspects in employee development. The practical implication is that service sector management needs to design L&D programs that not only improve technical competence but also motivate employee engagement to maximize organizational performance. This study provides a relevant empirical contribution to the development of HR management theory and practice in the service sector.]]>
<![CDATA[Impact of Entrepreneurship Program and Individual Orientation on Entrepreneurial Intention: Motivation as Mediator ]]>
<![CDATA[Dafa Rafif Pratama]]>;
<![CDATA[Rr Erlina]]>;
<![CDATA[Nurul Husna]]>
<![CDATA[ Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/harmonymanagement.v2i2.235
<![CDATA[The relationship between entrepreneurship programs, individual entrepreneurial orien-tation, and entrepreneurial intention can be strengthened by entrepreneurial motivation, which acts as an internal drive encouraging individuals to take action toward starting a business. Motivated individuals tend to explore ideas and identify market opportunities to build inde-pendent ventures. Universities play a crucial role by organizing programs that inspire students to pursue self-reliance through entrepreneurship, while also equipping them with relevant knowledge and practical experience to enhance their skills and risk-taking ability. At Univer-sitas Lampung (UNILA), these efforts are facilitated by the Center for Career and Entre-preneurship Development (CCED), which supports various entrepreneurship initiatives aimed at increasing students' motivation and providing hands-on experiences. These experiences strengthen students’ drive to start a business, as entrepreneurial intention is influenced by internal factors such as motivation, reinforced through direct program involvement. Hence, motivation can serve as a mediating variable that links entrepreneurship programs and indi-vidual entrepreneurial orientation with entrepreneurial intention.]]>
