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MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Published by CV. Muara Edukasi
ISSN : 31104797     EISSN : 30909481     DOI : 10.64365
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, dan perkembangan terbaru di bidang Ilmu Ekonomi dan Manajemen. Topik dalam Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada topik berikut : Manajemen Sumberdaya Manusia , Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasional, Manajemen Rantai Pasokan, Corporate Governance, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi. Jurnal ini terbit 1 tahun 4 kali (Januari, April, Juli dan Oktober). Topik dalam Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada topik berikut : Jurnal Muara Ekonomi memfokuskan diri pada publikasi artikel ilmiah yang mencakup empat bidang ilmu utama berikut: 1. Ilmu Ekonomi (Economics) Ekonomi Makro Ekonomi Mikro Ekonomi Pembangunan Ekonomi Publik Ekonomi Moneter dan Perbankan Ekonomi Internasional Ekonomi Sumber Daya Alam dan Lingkungan Ekonomi Kependudukan 2. Ilmu Manajemen (Management) Manajemen Sumber Daya Manusia (MSDM) Manajemen Pemasaran Manajemen Keuangan Manajemen Operasi dan Rantai Pasok Manajemen Strategik Kewirausahaan (Entrepreneurship) Manajemen Perubahan dan Inovasi 3. Ilmu Akuntansi (Accounting) Akuntansi Keuangan dan Standar Pelaporan (PSAK/IFRS) Akuntansi Manajemen dan Biaya Auditing (Pemeriksaan Akuntansi) Perpajakan Akuntansi Sektor Publik Sistem Informasi Akuntansi Akuntansi Perbankan Akuntansi Syariah 4. Ilmu Bisnis (Business) Bisnis dan Kewirausahaan Strategi Bisnis Analisis Kelayakan Bisnis Manajemen Bisnis Keluarga Business Model Innovation Studi Kelayakan Bisnis dan Investasi Etika Bisnis dan Tanggung Jawab Sosial Perusahaan (CSR)
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekomomi dan Ekonometrika
Articles 65 Documents
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Dinamika Nilai Perusahaan Perbankan: Peran Debt-To-Equity Ratio Dalam Memoderasi Pengaruh Return On Assets Benny Cuaca; Bambang Widjanarko Susilo; Edy Susanto; Ayu Miranti Kusumaningrum; Rezky Eko Prasetyo; Wesly Tumbur ML Tobing
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.493

Abstract

This study aims to examine the effect of profitability (ROA) on firm value (PBV) with capital structure (DER) as a moderating variable in Indonesian banking companies. Using panel data from 15 banking companies for the 2015-2020 period, this study reveals an anomalous phenomenon where an increase in ROA is not always linear with an increase in firm value, and vice versa. Using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software, the results show that DER significantly moderates the effect of ROA on firm value, but with an asymmetric effect depending on macroeconomic conditions. The novelty of this study is the proposition of the concept of "Conditional Leverage Moderation" which explains how debt acts as a double-edged sword when profitability contracts. This study provides theoretical contributions to the integration of Trade-off Theory and Signaling Theory, as well as practical contributions for bank management in formulating optimal debt limits during crises.
Pengaruh Green Product, Green Trust, Dan Green Promotion Terhadap Keputusan Pembelian Air Galon Le Minerale Di Jakarta Barat Muhamad Ali Nurdin; Syafrizal Chan
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.501

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green product, green promotion, dan green trust terhadap keputusan pembelian produk Air Galon Le Minerale di Jakarta Barat. Jenis penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausalitas. Sampel yang diambil dalam penelitian ini adalah 168 responden. Metode pengambilan sampel melalui purposive sampling. Metode pengumpulan data adalah metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data dalam penelitian ini menggunakan metode Partial Least Square (PLS) versi 4.1. Hasil penelitian menunjukkan bahwa green product, green trust, dan green promotion berpengaruh positif dan signifikan terhadap keputusan pembelian. Karena itu ketiga varianel ini harus menjadi perhatian manajemen bisnis Air Galon Le Minerale.
Pengaruh Display Produk, Store Atmosphere, dan Keterlibatan Media Sosial terhadap Keputusan Pembelian Produk Kosmetik Emina Pada Mahasiswi NTT Manggarai Barat di Yogyakarta Magdalena Stevani Nova; Heri Prasetyo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.503

Abstract

This study aims to analyze the influence of product display, store atmosphere, and social media engagement on the purchase decisions of Emina cosmetic products among female university students from East Nusa Tenggara (NTT), particularly West Manggarai Regency, studying in Yogyakarta. This research uses a quantitative approach with an explanatory research method. The sample consisted of 150 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27. The results indicate that product display, store atmosphere, and social media engagement have a positive and significant effect on purchase decisions. Store atmosphere is the most dominant variable with a standardized beta value of 0.302. Simultaneously, the three variables significantly influence purchase decisions, with an R Square value of 0.524, indicating that they explain 52.4% of the variation in purchase decisions. This study highlights the importance of integrating physical store strategies and social media engagement to strengthen young consumers’ purchase decisions
Representasi Daya Tarik Model Wanita Dalam Mengonstruksi Citra Merek dan Gaya Hidup Pada Iklan Kopi Kapal Api di Media Digital Novita Sari; Eko Prasojo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.504

Abstract

The rapid growth of digital media has fundamentally transformed brand communication strategies, particularly in Indonesia's competitive coffee industry. This study examines how the attractiveness of female models is represented in Kapal Api's digital advertisements to construct brand image and lifestyle. Employing Roland Barthes' semiotic analysis, which encompasses denotation, connotation, and myth, this qualitative research analyzes five digital advertisements published between 2022 and 2025. These advertisements feature prominent female models, including Ariel Tatum, Nagita Slavina, Gege Elisa Joy Callista, and Maudy Ayunda. The findings reveal three distinct representational patterns. The first is autonomous aesthetic representation, which emphasizes creativity and cultural pride. The second is professional-intellectual representation, which highlights expertise and productivity. The third is social-relational representation, which focuses on family warmth and gender equality. These patterns function through the Source Attractiveness Model proposed by Ohanian and the Meaning Transfer Model introduced by McCracken. The models successfully transfer symbolic values, such as elegance, professionalism, warmth, and practicality, to the brand. This layered representation strategy effectively repositioned Kapal Api from a traditional masculine coffee brand to an inclusive and modern brand that appeals to urban women across various social roles. The study contributes theoretically by integrating semiotics with marketing theories and offers practical strategic insights for visual communication in digital branding
Pengaruh Fear Of Missing Out dan Online Customer Experience terhadap Keputusan Pembelian Skincare Scarlett(Studi Pada Generasi Z Pengguna Produk Skincare Scarlett di Yogyakarta) Alfat Alfat; Heri Prasetyo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.509

Abstract

This study aims to analyze the influence of Fear of Missing Out (FoMO) and Online Customer Experienceon the Purchasing Decision of Scarlett skincare products among Generation Z in the Special Region of Yogyakarta. The increasing use of social media and the rapid development of e-commerce have changed consumer behavior, particularly among Generation Z, in making skincare purchasing decisions. This study employed a quantitative approach using a survey method. The population consisted of Generation Z consumers in the Special Region of Yogyakarta who had purchased Scarlett skincare products online. The sampling technique used was purposive sampling, with a total of 150 respondents. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression analysis with IBM SPSS Statistics version 26. The hypotheses were tested using validity, reliability, classical assumption, t-test, F-test, and coefficient of determination (R²) analyses. The results indicate that Fear of Missing Out (FoMO) has a positive and significant effect on the Purchasing Decision of Scarlett skincare products, with a regression coefficient of 0.483, a t-value of 4.368, and a significance value of 0.000 < 0.05. Online Customer Experiencealso has a positive and significant effect on Purchasing Decision, with a regression coefficient of 0.563, a t-value of 5.901, and a significance value of 0.000 < 0.05. Simultaneously, Fear of Missing Out (FoMO) and Online Customer Experiencehave a positive and significant effect on the Purchasing Decision of Scarlett skincare products among Generation Z in the Special Region of Yogyakarta, as indicated by an F-value of 226.335 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.752 indicates that 75.2% of the variance in Purchasing Decision can be explained by Fear of Missing Out (FoMO) and Online Customer Experience, while the remaining 24.8% is explained by other variables not included in this study

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