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Optimal: Jurnal Ekonomi dan Manajemen
Published by Pusat Riset dan Inovasi Nasional
ISSN : 29624444     EISSN : 29624010     DOI : 10.55606
Core Subject :
OPTIMAL: Jurnal Ekonomi dan Manajemen berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, dan perkembangan terbaru di bidang Ilmu 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 (Maret, Juni September dan Desember)
Arjuna Subject : -
Articles 619 Documents
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The Role of Emotional Branding in Customer Loyalty : A Cross-Cultural Perspective Riri Putri Dika; Mirsal Mirsal; Awalul Khairi
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6550

Abstract

Global brands increasingly rely on emotional branding to foster consumer loyalty, yet its effectiveness varies across cultural contexts. Many organizations continue to adopt universal emotional strategies without accounting for how cultural values shape emotional perception and brand attachment. This study explores how emotional branding drives customer loyalty through constructs such as brand love, attachment, trust, and self-congruity, and how these mechanisms are moderated by cultural dimensions including individualism–collectivism, communication context, and power distance. Findings indicate that emotional appeals resonate differently depending on local cultural norms: collectivist and high-context societies respond more positively to subtle, relational branding, while individualist and low-context cultures favor explicit, identity-centered emotional messaging. Strategic implications highlight the importance of culturally adapted storytelling, platform-specific messaging, and authenticity in emotional branding execution. Brands that align emotional content with local cultural expectations are more likely to foster sustained loyalty. Further research is encouraged to examine emotional branding in emerging markets and digital ecosystems to advance culturally responsive global marketing practices.
Analisis Pengaruh Pelatihan Kerja dan Pengembangan Karir terhadap Kinerja Karyawan pada Dinas Komunikasi dan Informatika Kota Makassar Salmah Harun; Sudirman Sudirman
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6564

Abstract

The objective of this study is to examine and evaluate the influence of job training and career development on employee performance, as well as to identify which of the two variables has the most dominant effect, specifically at the Department of Communication and Information Technology in Makassar City. This research applies a quantitative approach, utilizing multiple regression analysis with the support of SPSS software version 26.0. The purpose of this analysis is to identify key factors influencing employee performance. The findings reveal that job training has a significant and positive impact on employee performance within the department. In other words, job training contributes to enhancing employee performance, accounting for 62.3% of the observed improvements, while the remaining 37.7% is attributed to other variables not examined in this study. This indicates that job training plays a crucial role in improving performance. Similarly, career development also shows a significant positive effect on employee performance. The analysis suggests that career development is responsible for 77.8% of the improvement in employee performance, with the remaining 22.2% influenced by other external factors. This highlights the importance of career development initiatives in driving employee success.
Pengaruh Fear Of Missing Out (FoMO) terhadap Impulsive Buying dengan Product Uniqueness sebagai Variabel Moderating pada Pembelian Album Korean Pop (K-Pop) di Kalangan Penggemar Korean Pop (Kpopers) Kota Makassar Nur Annisa; Burhanuddin Burhanuddin; Ilma Wulansari Hasdiansa; Isma Azis Riu; Rahmat Riwayat Abadi
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6580

Abstract

This study aims to examine the effect of Fear of Missing Out (FoMO) on impulsive buying in the purchase of Korean Pop (K-pop) albums among K-pop fans in Makassar City, and to analyze the moderating role of product uniqueness in this relationship. A quantitative approach was applied using a survey method, with 110 respondents selected through purposive sampling. The criteria for respondents included being over 17 years old, residing in Makassar, and having purchased K-pop albums more than twice. Data were analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results indicate that FoMO has a positive and significant influence on impulsive buying, meaning that the higher the level of FoMO, the greater the tendency of individuals to make impulsive purchases. However, product uniqueness does not significantly moderate the relationship between FoMO and impulsive buying. These findings highlight the psychological dimension of consumer behavior in entertainment-related industries, although product uniqueness does not enhance or weaken FoMO’s impact on impulse buying behavior.
Pengembangan Strategi Pemasaran yang Berbasis Komunikasi Digital dalam Keputusan Pembelian Konsumen Zuriani Ritonga; Rizkha Maulana; Sri Murniyanti; Karimi Karimi; Hayanuddin Safri
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6589

Abstract

This research aims to analyze the development of marketing strategies based on digital communication in purchasing decisions. This study uses a qualitative approach with a case study design to explore how digital communication strategies through social media affect consumer purchasing decisions. Based on the results of the research that has been conducted, it can be concluded that social media plays a significant role in consumer purchasing decisions, the effectiveness of digital communication strategies, and the development of customer loyalty. The study confirms that to achieve an effective digital communication strategy, businesses must consider various factors, such as the type of content, customer engagement, influencer utilization, and the selection of social media platforms that suit the characteristics of the target market.
Pengaruh Green HRM Practices dan Self-Efficacy terhadap Environmental Performance melalui Green Innovation pada Karyawan Milenial Perbankan di Jakarta Barat Marlina Melani Putri; Netania Emilisa; Johan Frederick Sanger; Adil Qusai; Saiben Pacaambang
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 4 (2024): Desember : Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i4.6596

Abstract

This study aims to examine the influence of Green Human Resource Management (GHRM) Practices and Self-Efficacy on the Environmental Performance of millennial employees in the banking sectorJakarta Barat, with Green Innovation as a mediating variable. As the dominant workforce today, millennials play a crucial role in supporting organizational sustainability. This research uses a quantitative approach through a survey of millennial employees in several banking institutions. The findings show that Green HRM Practices and Self-Efficacy have a positive and significant effect on Environmental Performance. Furthermore, Green Innovation is proven to mediate the relationship between these variables and environmental performance. These results suggest that environmentally focused HR policies and strong employee self-belief can drive green innovation, which in turn enhances environmental performance. The practical implication of this research encourages banking institutions to strengthen GHRM practices and foster a work culture that supports green innovation among millennial employees.
Analisis Penyerapan Tenaga Kerja pada Usaha Tahu Tempe di Kecamatan Jonggat Kabupaten Lombok Tengah Veralita Rosani; Luluk Fadliyanti; Subhan Purwadinata
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6601

Abstract

This study aims to analyze the factors influencing labor absorption in tofu and tempeh businesses in Jonggat District, Central Lombok Regency. The study focuses on wage, age, education, and gender as independent variables. A descriptive quantitative approach was employed using a census method involving all 44 tofu and tempeh business owners. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that, simultaneously, all four independent variables significantly influence labor absorption. Partially, wage has a positive and significant effect, meaning that higher wages increase labor absorption. Age has a significant negative effect, suggesting that older workers have lower chances of being absorbed. Gender also has a significant positive effect, with male workers dominating labor-intensive sectors like tofu and tempeh production. Meanwhile, education does not significantly affect labor absorption, as practical skills are more critical than formal education in this industry. The adjusted R² value of 66.64% indicates that the model explains more than half of the variation in labor absorption. These findings offer valuable implications for business owners and policymakers in formulating strategies to improve labor absorption in small-scale industries.
Peran Divisi Yan HC Surabaya dalam Meningkatkan Efisiensi Proses Reimbursement Kesehatan dan Pensiunan PT. PLN (Persero) UID Jawa Timur Ervana Dian Karimah; Refiana Dwi Maghfiroh
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6614

Abstract

This study aims to analyze the role of the Yan HC Division Surabaya in improving the efficiency of health and pension reimbursement processes at PT PLN (Persero) UID East Java. Administrative services, particularly those related to claim submissions and retirement processing, often encounter bureaucratic obstacles that delay service delivery. Using a descriptive qualitative approach, data were collected through observation, in-depth interviews, and documentation analysis. The findings show that service digitalization, strengthened inter-unit coordination, and the formation of a special verification team have significantly enhanced the speed and accuracy of the reimbursement process. Although technical issues and document mismatches from external parties still occur, the Yan HC Division has introduced innovations and adaptive solutions that foster more efficient, transparent, and accountable administrative services. These findings are expected to serve as a strategic reference for developing employee service systems in state-owned enterprises.
Pengaruh Lokasi dan Strategi Marketing terhadap Minat Beli Konsumen di Perumahan Sagrat PT. Rizky Kurnia Abadi Kota Bitung Oktaviani Ramenusa; Arjuna Askardani Beu
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i2.6623

Abstract

This research was conducted on the Housing Sales of PT Rizky Kurnia Abadi Bitung City. Research title The Influence of Location and Marketing Strategy on Consumer Buying Interest. The purpose of this study is to determine the influence of Location on Consumer Buying Interest, the influence of Marketing Strategy on Consumer Buying Interest, and the effect of Location and Marketing Strategy simultaneously on Consumer Buying Interest. The data in this study are primary and secondary data obtained by the questionnaire. The population in this study is all consumers in PT Rizky Kurnia Abadi Bitung City. The sample in this study amounted to 50 respondents with a simple random sampling technique. The data obtained were processed by validity, reliability, classical assumption test, correlation test, t test, f test, determination coefficient test, and multiple linear regression analysis test. Based on the results of the study, it is stated that in terms of location (X1) affects consumer buying interest. Marketing Strategy (X2) affects Consumer Buying Interest. simultaneously Location and Marketing Strategy have a significant effect on Consumer Buying Interest.
Pengaruh Harga, Kualitas, dan Promosi terhadap Keputusan Pembelian Produk : Studi pada Dapur Banjar 2R Banjarmasin Ridha Septina Arini; Hairul Hairul; Husnurrofiq Husnurrofiq; Periyadi Periyadi
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6624

Abstract

The culinary business is the highest supporting sector of the Indonesian economy compared to other sectors. Banjarmasin City is the heart of South Kalimantan which is a center for developing industries, one of which is in the culinary business. With a large population, even the most densely populated in South Kalimantan, it creates its own opportunities for business people. The diversity of community needs is so great, so this is an opportunity and challenge for business people with the conditions of the community. It is inevitable that the competition that occurs will also be high, as one of the big cities in the Kalimantan region, Banjarmasin is a city with promising business opportunities. In Banjarmasin City itself , it is increasingly bustling with the many MSMEs that have been established and spread across several areas, but not all MSMEs in Banjarmasin are visited by many consumers, because only a few MSMEs are seen to be crowded with visitors. One of the MSMEs that is widely visited by consumers in Banjarmasin is Dapur Banjar 2R. Dapur Banjar 2R is an MSME business that is currently growing and has many enthusiasts. This study provides empirical evidence of the influence of price, product quality and promotion as independent variables with purchasing decisions as dependent variables at Dapur Banjar 2R Banjarmasin. The population in this study were customers at Dapur Banjar 2R Banjarmasin. In this study, the sample used was around 35 customers of Dapur Banjar 2R Banjarmasin. The results of this study state that the variables Price (X1), Product Quality (X2) and Promotion (X3) each have a partial effect on purchasing decisions for products at Dapur Banjar 2R Banjarmasin. While the variables Price (X1), Product Quality (X2) and Promotion (X3) have a simultaneous effect on purchasing decisions for Dapur Banjar 2R Banjarmasin products.
Pengaruh Pemahaman Pajak, Sistem Perpajakan dan Keadilan Pajak terhadap Persepsi Wajib Pajak Orang Pribadi Mengenai Penggelapan Pajak (Tax Evasion): Studi Kasus pada Kpp Pratama Kota Kupang Imelda Ina Kii; Anthon S. Y. Kerihi; Maria P. L. Muga
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6627

Abstract

This study aims to determine the influence of tax understanding, the tax system, and tax fairness on individual taxpayers' perceptions of tax evasion. This research uses a survey method with a quantitative descriptive approach. The types of data used are primary and secondary data. Data collection was conducted through the distribution of questionnaires. The analytical technique used is multiple linear regression analysis. The results of this study show that, partially, tax understanding and tax fairness have an influence, while the tax system variable does not. Meanwhile, simultaneously, the variables of tax understanding, tax system, and tax fairness together influence individual taxpayers' perceptions of tax evasion.

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