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Dedi Purwanto Indra Kusuma
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INDONESIA
Jurnal Ekonomi, Manajemen, dan Bisnis
Published by Lembaga Penelitian dan Pendidikan (LPP) Kalibra
ISSN : -     EISSN : 30317150     DOI : https://doi.org/10.70716/emis
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Ekonomi, Manajemen dan Bisnis is a double-blind peer-reviewed journal published by Lembaga Penelitian dan Pendidikan (LPP) Kalibra. It provides a platform for scholars, researchers, and practitioners to discuss issues in economics, management, and business. The journal publishes original research, literature reviews, and systematic literature reviews, aiming to contribute to the advancement of knowledge and practice in these fields.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 102 Documents
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From Fear to Sharing: How Digital Marketing Triggers FOMO and Customer Engagment to Drive E-WOM for Nike Shoes In Indonesia Riza Aqil Wafi; Firdaus Firdaus; Hendar Prihardi; Jumai Jumai
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i3.777

Abstract

The rapid growth of digital marketing has intensified psychological responses such as Fear of Missing Out (FOMO) and customer engagement, particularly among consumers who actively interact with brands through digital platforms. This phenomenon is increasingly relevant in Indonesia, where global footwear brands such as Nike extensively utilize digital marketing strategies. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study examines the influence of digital marketing on FOMO, customer engagement, and electronic word of mouth (e-WOM) among Nike consumers in Indonesia. A quantitative approach was employed through a survey involving 200 respondents who had purchased Nike products and were exposed to Nike digital marketing content. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that digital marketing has a positive and significant effect on FOMO, customer engagement, and e-WOM. Customer engagement also positively and significantly influences e-WOM and mediates the relationship between digital marketing and e-WOM. In contrast, FOMO does not significantly affect e-WOM and fails to mediate the relationship between digital marketing and e-WOM. These findings indicate that customer engagement plays a more important role than FOMO in encouraging consumers to share experiences and recommendations online. The study extends the application of the S-O-R framework by demonstrating that engagement represents a stronger mechanism than psychological urgency in generating e-WOM behavior for high-involvement products. The findings also provide practical implications for engagement-oriented digital marketing strategies.
The Influence of Knowledge Application on the Employability of Indonesian University Students with Internship Experience Fahmi Jahidah Islamy; Abi Sopyan Febrianto
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i3.778

Abstract

Bachelor's degree unemployment in Indonesia has increased steadily since 2022 despite the growing number of graduates entering the labor market. Knowledge management literature suggests that acquiring knowledge does not necessarily translate into the ability to apply it, whereas employers value knowledge application in workplace settings. This study tests that idea by looking at whether knowledge application predicts employability among 210 university students in Bandung, Indonesia, all of whom had completed an internship or a teaching practicum (PPL/P3K). Employability was measured across five dimensions: subject mastery, generic skills, career identity, personal flexibility, and career self-efficacy. Data were collected through a Likert-scale questionnaire, using purposive sampling, and analyzed with simple linear regression in SPSS. Both knowledge application and employability came out high overall, though career identity lagged behind the other four dimensions. The regression confirmed a positive, significant relationship (b = 0.527, t = 11.198, p < .001), with knowledge application explaining 37.6% of the variance in employability (R² = 0.376); the rest is presumably down to factors this study did not measure. These findings extend knowledge management theory by showing that the application dimension, not knowledge acquisition alone, is what carries over into labor-market readiness, a distinction current employability models rarely make explicit. For universities and internship providers, the practical implication is direct: structuring internships and teaching placements around real opportunities to apply coursework, rather than treating them as a formality, is likely to do more for graduate employability than adding further content to the curriculum.

Page 11 of 11 | Total Record : 102

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