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INDONESIA
MIX : Jurnal Ilmiah Manajemen
Published by Universitas Mercu Buana
ISSN : 20881231     EISSN : 24605328     DOI : 10.22441/jurnal_mix
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
MIX: Jurnal Ilmiah Manajemen is a journal that publishes the results of empirical research that has strong novelty with reference to the latest journals and contributes greatly to scientific development in the fields of Management: Finance, Marketing, Human Resources, and Operations.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 575 Documents
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Consumer Purchase Decisions in Indonesia’s Leather Craft Industry: The Roles of Product Quality, Price Perception, and Brand Trust in an Emerging Market Jajang Sugiat; Yusuf Tojiri; Suca Rusdian
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.011

Abstract

Objective: The leather craft industry in emerging markets faces increasingly intense competition due to the growing variety of product choices, changing consumer preferences, and the expansion of digital sales channels. Consumers no longer consider only product functionality, but also evaluate quality, price fairness, and trust in the brand before making purchase decisions. Therefore, this study is important to understand the factors influencing consumer purchase decisions in leather craft products This study aims to analyze the influence of Product Quality, Price Perception, and Brand Trust on Consumer Purchase Decisions in the leather craft industry in West Java. Methodology: This research employed a quantitative approach with an explanatory research design. The population consisted of consumers in West Java who had purchased or used leather craft products. The sampling technique used was purposive sampling, with a total sample of 160 respondents. The study was conducted in West Java from January to May 2026. Data were collected through a closed-ended questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with the assistance of SmartPLS. Findings: The results show that Product Quality and Brand Trust encourage consumer purchase decisions, while Price Perception indicates that consumers are sensitive to price when the price is perceived as not being proportional to the product benefits. Brand Trust emerges as the most prominent factor in shaping purchase decisions. Conclusion: The implication of this study suggests that leather craft industry players need to maintain product quality, implement value-based pricing, and consistently build brand trust.
Persuasive Communication, Agent Personal Branding, Trust, and Life Insurance Customer Loyalty Nisrina Mulkah; Aries Zuswana; Christina Ekawati; Abdul Ghofar
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.008

Abstract

Objectives: This study examines the effects of persuasive communication and agent personal branding on customer loyalty and evaluates customer trust as a mediating mechanism at PT Bhinneka Life Indonesia.Methodology: A quantitative causal survey was conducted with 185 active customers of KPA Bona Indah who had interacted directly with insurance agents. Data were analyzed using PLS-SEM in SmartPLS 4.Finding: Persuasive communication and agent personal branding significantly increased customer trust. Agent personal branding and customer trust significantly increased customer loyalty, whereas the direct effect of persuasive communication on loyalty was not significant. Trust fully mediated the persuasive communication-loyalty relationship and partially mediated the personal branding-loyalty relationship. The model explained 71.9% of customer trust and 88.1% of customer loyalty.Conclusion: Life insurance loyalty is strengthened when persuasive communication and a credible professional image first develop customer trust. Companies should prioritize agent communication, personal branding, and relationship-building programs.
Phenomenology of Impulse Buying in Live Shopping: Exploring Consumer Experiences on Skintific TikTok Live Naufal Mufadhdhal Hidayatullah; Centurion Chandratama Priyatna; Yustikasari Yustikasari
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.015

Abstract

Objective: This study explores consumers’ subjective experiences of impulsive purchasing during Skintific TikTok Live sessions.Methodology: A transcendental phenomenological study involved eight members of the Sisterpuccino Squad community in Bandung. Twenty-eight interview sessions yielded 28 verbatim transcripts, supplemented by non-participant observation of Skintific TikTok Live. Analysis followed epoche, horizontalization, the development of meaning units, and textural and structural descriptions. Transcript verification, comparison across informants, reflective notes, and examination of contrasting experiences supported interpretive credibility.Findings: Participants described urgency around scarce stock and expiring offers, trust arising from responsive hosts, and purchasing informed by demonstrations and friends’ activity. Price comparisons could make an additional purchase feel economical despite existing supplies. Community influence remained conditional: one informant declined an offer that did not meet personal needs. Post-purchase experiences ranged from justification and regret to satisfaction without regret; another informant began limiting live-shopping expenditure.Conclusion: Impulsive purchasing emerged through the meaning an offer acquired during the live session and its subsequent evaluation. The study connects promotional urgency with perceptions of value, shows how trust and peer information enter purchasing decisions, and identifies limits to conformity and regret. These interpretations are situated within one consumer community and retain differences among participants.
Kejawen-Based Market Orientation (KBMO): A Systematic Literature Review of Indonesian MSMEs Akbar Pahlevi; Akbar Pahlevi; Agus Suroso; Rahab Rahab
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.010

Abstract

Objectives: Research on Entrepreneurial Orientation (EO) and Market Orientation (MO) as antecedents of marketing performance rarely questions whether MO is culturally universal or whether marketing performance is adequately captured by financial-transactional indicators. This study systematically reviews the literature to establish the extent of this gap and to propose a culturally embedded construct, Kejawen-Based Market Orientation (KBMO), for Indonesian micro, small and medium enterprises (MSMEs).Methodology: A systematic literature review following the PRISMA 2020 statement was conducted in Scopus, supplemented by Google Scholar and citation searching for Indonesian-language anthropological sources. Of 96 records identified, 40 sources were included, extracted into a structured evidence table and appraised with source-appropriate tools (MMAT; JBI Checklist for Text and Opinion) before thematic synthesis.Finding: None of the reviewed EO–MO studies contextually modify MO, despite examining culturally embedded MSMEs; marketing-performance instruments remain financial-transactional; Javanese cultural values are studied qualitatively without psychometric operationalisation; and no reviewed study positions Javanese relational philosophy as equivalent to guanxi.Conclusion: The review proposes KBMO, grounded in five Javanese values mapped onto the MARKOR framework, as a cultural contingency factor expected to moderate the EO–Relational Marketing Performance relationship, with possible reinforcing, competing and non-linear effects. KBMO remains a conceptual proposition requiring empirical validation; it offers a basis for extending Market Orientation Theory from a universalist to a culture-contingent premise.
Community-Based Entrepreneurship in Local-Wisdom-Based Business Development through Digital Marketing: Evidence from Kampung Enggros, Papua Westim Ratang; Uturestantix Uturestantix
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.006

Abstract

Objective: This study examines how Community-Based Entrepreneurship (CBE), Local Wisdom, and Digital Marketing interact in the development of Indigenous community businesses in Kampung Enggros, Papua. Rather than treating digitalization as a purely technical process, the study explores the sociocultural mechanisms through which community social capital, customary institutions, and digital capability shape Sustainable Business Development.Methodology: A sequential exploratory mixed-methods design was employed through five linked stages: qualitative exploration, theme development, construct operationalization, exploratory quantitative assessment, and integration. The qualitative phase involved in-depth interviews, focus group discussions, participatory observation, and documentation with 19 informants. The quantitative phase involved 20 business actors, while the exploratory PLS-SEM analysis contained 19 observations. Given the very small analytical sample and the measurement limitations of the Business Development construct, the quantitative results are interpreted as supporting exploratory evidence rather than confirmatory hypothesis tests.Findings: The exploratory quantitative paths were not statistically significant and are not interpreted as hypothesis confirmation. The qualitative evidence reveals three mechanisms that better explain the Enggros context: a social capital–digital capability gap, Local Wisdom as an institutional safeguard that regulates resource use and commercialization, and intergenerational digital brokerage through which younger community members connect culturally knowledgeable older business actors with digital markets.Conclusion: The study proposes an Integrated Community-Based Entrepreneurship Model Based on Local Wisdom through Culturally Mediated Digital Marketing. The model positions CBE as a source of collective capacity, Local Wisdom as both a value resource and institutional safeguard, and Digital Marketing as a capability that must be developed gradually through culturally compatible and intergenerational learning. Sustainable Business Development is therefore understood as economic advancement that remains aligned with cultural continuity, resource sustainability, and community well-being.

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