IJEBD (International Journal of Entrepreneurship and Business Development)
https://jurnal.narotama.ac.id/index.php/ijebd
<div> <p><strong>IJEBD (International Journal of Entrepreneurship and Business Development)</strong> eISSN <a title="eISSN" href="https://issn.brin.go.id/terbit/detail/1503361906" target="_blank" rel="noopener">2597-4785</a> pISSN 2<a title="pISSN" href="https://issn.brin.go.id/terbit/detail/1503361625" target="_blank" rel="noopener">597-4750</a> is an international, peer-reviewed journal publishing articles on all aspects of <strong>Entrepreneurship and Business Development,</strong> welcomes submissions of the following article types:</p> <ul> <li class="show">Papers: reports of high-quality original research with conclusions representing a significant advance, novelty or new finding in the field.</li> <li class="show">Topical Reviews: written by leading researchers in their fields, these articles present the background to and overview of a particular field, and the current state of the art. Topical Reviews are normally invited by the Editorial Board.</li> <li class="show">Comments: comment or criticism on work previously published in the journal. These are usually published with an associated Reply.</li> </ul> <p><strong>IJEBD (International Journal of Entrepreneurship and Business Development)</strong> publishes 6 issues in a year</p> </div>
LPPM of NAROTAMA UNIVERSITY
en-US
IJEBD (International Journal of Entrepreneurship and Business Development)
2597-4750
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Organizational Capacity Development and Innovation: The Case of Tunisian High-Tech Companies
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3033
<p><em>This article examines the impact of organizational capacity development on the innovation potential of companies. </em></p> <p><em>Based on a survey conducted with 32 high-tech sector companies, the study highlights that enhancing skills, knowledge, and resources within organizations promotes their ability to innovate. </em></p> <p><em>Statistical analysis, carried out using SPSS version 25, confirms a positive correlation between these organizational capacities and company performance. </em></p> <p><em>This underscores their crucial role in ensuring survival and growth in an ever-evolving economic environment.</em><br><strong><em>Keywords: Innovation, organizational capacity, innovation potential.</em></strong></p>
Rahma HAMDI
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
1
12
10.29138/ijebd.v8i1.3033
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Bridging the Financial Divide: Factors That Influence Financial Exclusion amongst The Unbanked Population of Botswana
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3021
<p><strong><em>Purpose</em></strong>: The aim of this research is to determine the primary causes behind the unbanked population's exclusion from Botswana's official financial system. The study aims to address the following research question: What are the main causes of the unbanked population's exclusion from Botswana's formal financial system, and how do these causes affect financial inclusion?</p> <p><strong><em>Deign/Methodology/Approach:</em></strong> This study used a mixed-methods approach to research, collecting and analysing data using both quantitative and qualitative techniques. Participants in the data collection process were given surveys to accomplish this goal. These surveys collected detailed data regarding people's financial inclusion status in Botswana. The surveys also explored the reasons behind the unbanked population's absence from the official financial system.</p> <p><strong><em>Findings</em></strong><em>:</em> The study's findings indicate that the unbanked population's degree of financial inclusion in Botswana is greatly impacted by the factors that keep them out of the country's formal financial system.</p> <p>The results of this study will add to the body of knowledge in business studies and financial technologies. Additionally, Mobile Network Operators (MNOs), commercial banks, government policy makers, and regulators in the financial and insurance sectors can use the study's findings to obtain useful information and guidance.</p>
Gaone Geoffrey Seleka
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
12
24
10.29138/ijebd.v8i1.3021
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A Comprehensive Literature Review on The Role of Leadership Styles In Implementation Of Strategic Plans In Malawi State-Owned Enterprises
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3002
<p style="margin: 0in; text-align: justify; text-indent: 9.0pt; background: white;"><em><span lang="EN-CA" style="color: #2d3b45;">The development of strategic plans has become sort of a cliché in recent years. However, studies show that developing a strategic plan is way easier than implementing it. The aims of the study are to find out the role that leadership styles play in the implementation of strategic plans and to recommend the most appropriate leadership style for use during the implementation of strategic plans. Data for this study was sourced from relatable previous studies from across the globe and those close to Malawi. The literature was sourced online using Google Scholar search engine. The findings show that indeed, leadership styles have a role to play when it comes to the implementation of strategic plans. The most common leadership styles are transformational, autocratic, democratic, laissez-faire and transactional. The study recommends the use of all other leadership styles except autocratic which is deemed to be oppressive to the team. All the other leadership styles encourage teamwork, commitment and working towards the same goals.</span></em></p>
Geofrey Joseph Mfuni
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
25
29
10.29138/ijebd.v8i1.3002
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Tax Incentives and Entrepreneurship Development in Nigeria
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3012
<p><em>This broad objective of this study is to investigates the relationship between tax incentives and entrepreneurship development in Nigeria. The study adopted a survey research design approach through administration of questionnaire to </em><em>infinite population which comprises of </em><em>entrepreneurs drawn from highly commercialised States (including Lagos, Edo, Kano, Rivers, Anambra, and Federal Capital Territory) in Nigeria, staff of Federal Inland Revenue Service (FIRS), staff of Small and Medium Enterprises Development Agency of Nigeria (SMEDAN), and staff of Bank of Industries (BOI) respectively</em><em>. The Cochran 1977 sample size determination technique was used in arriving at a sample size of three hundred and eighty-four (384) respondents. However, for purpose of proactiveness, f</em><em>our hundred and fifty (450) copies of likert scale questionnaire were administered. Four hundred and seven (407) copies were retrieved, and after sorting for defects and mutilated copies, the sample size of 384 copies, which conforms with Cochran (1977) sample size for infinite population were used for this study. Responses were analysed with the aid of inferential analytical statistics, and the results shows that </em><em>on the average that </em><em>tax exemption has a significant positive relationship between entrepreneurship development; </em><em>there is a significant and positive relationship between </em><em>rural location tax incentives and entrepreneurship development; and </em><em>there is a significant positive relationship between </em><em>tax holiday and entrepreneurship development in Nigeria</em><em>. It is therefore recommended that the Nigerian Government should as a matter of urgency give policy direction targeted are granting tax incentives to entrepreneurs in its fiscal policy implementations to be able to attract more persons into the entrepreneurship and allied activities, as this will go a long way in changing the current narrative of mass unemployment in Nigeria.</em></p>
Iyen Don-Pedro Izevbigie
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
30
39
10.29138/ijebd.v8i1.3012
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The Effect of Motivation and Compensation as Well as Leadership Style on the Performance of Employees of the Population and Civil Registration Office of Samarinda City with Job Satisfaction as an Intervening Variable
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3063
<p class="6AbstractText"><span lang="EN-US">Purpose: </span><span lang="EN-US" style="font-weight: normal; font-style: normal;">The Effect Of Motivation And Compensation As Well As Leadership Style On The Performance Of Employees Of The Population And Civil Registration Office Of Samarinda City With Job Satisfaction As An Intervening Variable</span></p> <p class="6AbstractText"><span lang="EN-US">Design/methodology/approach: </span><span lang="EN-US" style="font-weight: normal; font-style: normal;">using a quantitative approach. In this study, the data used are primary data and secondary data. Sampling in this study uses the census method or also called total sampling. Taking a total sampling due to the population being less than 100. In other words, all existing population members will be part of the research sample, while the number of samples for this research is 93 employees of the Samarinda City Population and Civil Registration Office.</span></p> <p class="6AbstractText"><span lang="EN-US">Findings: </span><span lang="EN-US" style="font-weight: normal; font-style: normal;">The results of this study showed that motivation (X<sub>1</sub>) had a positive and significant effect on performance (Y), compensation (X<sub>2</sub>) had a positive and significant effect on performance (Y), leadership style (X<sub>3</sub>) had no positive and significant effect on performance (Y), motivation (X<sub>1</sub>) had a positive and significant effect on job satisfaction (Z), compensation (X<sub>2</sub>) had a positive and significant effect on job satisfaction (Z), leadership style (X<sub>3</sub>) had a positive and significant effect on satisfaction work (Z), job satisfaction (Z), has a positive and significant effect on performance (Y), motivation (X<sub>1</sub>) has a positive and significant effect on performance (Y) through job satisfaction (Z) as an intervening variable, compensation has a positive and significant effect on performance (Y) through job satisfaction (Z) as an intervening variable, leadership style has a positive and significant effect on performance (Y) through job satisfaction (Z) as an intervening variable of the Population and Civil Registration Office Samarinda City.</span></p> <p class="6AbstractText"><span lang="EN-US" style="font-weight: normal; font-style: normal;"> </span></p>
Otoh Sanusi
Eddy Soeginto K
Eka Yudhyani
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
40
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10.29138/ijebd.v8i1.3063
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The Effect Of After-Sales Services Quality, Customer Ratings And Reviews Towards Customer Purchase Intention And Customers Loyalty Through Customers Satisfaction As Intervening Variable (Case Of Tokopedia E-Commerce Platform In Surabaya Indonesia)
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3061
<p>E-commerce in indonesia is expected to keep expanding due to the high consumer spending habits of the indonesian population. Online transactions can be conducted through applications or websites accessible via smartphones, with tokopedia being one of the most prominent e-commerce platforms. The scale used in this study is the likert scale. The population in this study is tokopedia users in surabaya. Taking into account suggestion number 3 on determining the number of samples by Hair et al. (2010), total sample taken was 160. In collecting the data, the researcher distributed questionnaires by using google form to 160 users of tokopedia in surabaya city. The result of the study showed that after sales services and customer ratings and reviews had positive and significant affect toward customer purchase intention. Besides, after sales services and customer ratings and reviews had positive and significant affect toward customer loyalty. After sales services and customer ratings and reviews had positive and significant affect toward customer satisfaction. After sales services and customer ratings and reviews has a significant indirect effect on customer purchase intention through customer satisfaction. After sales services and and customer ratings and reviews has a significant indirect effect on customer loyalty through customer satisfaction.</p>
MOHAMMED FATEH ALRAHMAN ALI RABBAD
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
52
58
10.29138/ijebd.v8i1.3061
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The Influence of WOM and Brand Image on Customer Trust and Satisfaction at Bank Central Asia (BCA)
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3086
<p>Purpose: The purpose of this study was to determine the satisfaction of BCA customers in Surabaya, through Word of Mouth (WOM), Brand Image, and Trust.</p> <p>Design/methodology/approach: The research method used is quantitative research, with 200 respondents, through the distribution of questionnaires to BCA Bank customers in Surabaya. The sampling technique used purposive sampling followed by snowball sampling technique. This study uses a 5 scale likert scale.</p> <p> Findings: The results obtained state that word of mouth (WOM) and brand image have a significant effect on trust, as well as word of mouth (WOM), brand image and trust have a significant effect on BCA Bank customer satisfaction in Surabaya. Trust (T) is a partial mediation variable between BI and satisfaction and between WOM and satisfaction.</p> <p>Research limitations/implications: This research has limitations, namely the distribution of data only in the city of Surabaya. </p> <p>Practical implications: Data processing using Structural Equation Modeling (SEM) WarpPLS.</p> <p>Originality/value: This paper is original</p> <p>Paper type: Research paper</p>
Lilik Indrawati
Thyophoida Wanty Suriany Panjaitan
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
59
67
10.29138/ijebd.v8i1.3086
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Analysis of the Influence of Social Capital On Entrepreneurial Orientation And Entrepreneurial Behavior: A Study On Startups In Jabodetabek
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3087
<p>Purpose: The purpose of this study is to analyze the impact of social capital on entrepreneurial orientation and entrepreneurial behavior of startup owners in the greater area of Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). <br>Design/methodology/approach: This study applies a quantitative approach. The data collection was done via online questionnaire from April 2024 to June 2024 The 376 respondents were startup owners whose business was domiciled in Jabodetabek. SEM PLS was used to develop a model and analyze the data.<br>Findings: The study finds that social capital significantly affected both entrepreneurial orientation and entrepreneurial behavior of startup owners, partially and simultaneously. <br>Research implications: Social capital, in the form of robust social networks, plays an important role in enhancing entrepreneurial orientation and behavior, including proactiveness, innovation, and risk taking. <br>Practical implications: This study shows the importance of strengthening social networks to support an entrepreneurial mindset and attitude. Entrepreneurs can leverage social capital to access information, resources, and opportunities. <br>Originality/value: This study expands the understanding of how social networks, trust, and norms influence innovation, risk taking, and proactivity, providing practical value for entrepreneurs, organizations, and policymakers to optimize social capital in enhancing entrepreneurial mindset.<br>Paper type: Research paper</p>
Rendy Gunawan
Novita Ikasari
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
68
84
10.29138/ijebd.v8i1.3087
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The Effect of Company Growth, Capital Structure, Good Corporate Governance Mechanism, On Firm Value with Earnings Management as An Intervening Variable
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3108
<p><strong>Purpose:</strong> The aim of this research is to assess the effect of earnings management as an intervening variable on the value of main consumer goods sector businesses listed on the IDX between the years 2020 and 2022. Furthermore included in this assessment will be firm development, capital structure, and good corporate governance.</p> <p><strong>Design:</strong> Using intentional sampling, this paper employs partial least squares (PLS) data analysis and hypothesis testing. The following describes the approach of this research.</p> <p>Finding: The results show that capital structure has no effect on earnings management; nonetheless, the growth of a firm increases its value and reduces the number of strategies for earning management. Moreover, good corporate governance increases the value of the firm and reduces the quantity of profits control done.</p> <p><strong>Research Limitations:</strong> The results of this research are only relevant to companies listed on the IDX in the major consumer products industrial sector between the years 2020 and 2022 since of the limits of the research. These results might not be relevant for other sectors or historical eras.</p> <p><strong>Practical Implications:</strong> Establishing efficient corporate governance policies is therefore crucial for investors and other stakeholders if they are to raise the value of the firm by reducing profits management techniques. This is so because the financial decisions other stakeholders and investors make depend on this.</p> <p><strong>Originality/Value:</strong> This study offers fresh ideas on how corporate governance, capital structure, and firm size influence business value. Main consumer goods companies listed on the IDX employ earnings management as an intervening variable. This study stresses originality and worth as well.</p>
Muhammad Ali Nawawi
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
85
91
10.29138/ijebd.v8i1.3108
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Determinants of Green Financing Implementation
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3114
<p><strong><em>Purpose :</em></strong> The severity of climate change and environmental degradation continuing to worsen, the implementation of sustainable development principles in a variety of industries, including Islamic banking, is becoming increasingly important. Islamic banks, which have values that support sustainability, have a strategic role to play in supporting green finance, which refers to the financing of projects that have a positive impact on the environment, such as renewable energy and waste management. Green finance is something that Islamic banks have a strategic role to play in supporting sustainable practices. To be more specific, the purpose of this study is to investigate the influence that green policies, green customers, green operations, and green products have on green financing in Islamic financial institutions. There are a number of factors that fall under this category, including banking products that support sustainability, green operational management, the preferences of customers who are becoming increasingly environmentally conscious, and the policies and regulations that are implemented by banks.</p> <p><strong><em>Design/methodology/approach : </em></strong>The application of quantitative methods is the primary focus of this study, which is primarily concerned with the analysis of the customers of the Bank Jatim Syariah Kediri Branch. A sample size of seventy-five individuals was utilised for the purpose of data collection. This was accomplished through the utilisation of research instruments and primary data that was obtained directly from the source. Among the methods that are associated with data analysis is the technique known as multiple linear regression analysis.</p> <p><strong><em>Finding :</em></strong> The green products, green operations, and green policies significantly support green financing, whereas, green customers have no significant effect on green financing. Therefore, banks are advised to continue developing green products, optimising green operations through digital technology, strengthening green policies with clear targets, and engaging customers through education and sustainable products.</p> <p><strong><em>Paper type :</em></strong> Research type</p> <p><strong> </strong></p> <p> </p>
Galih Suprapto
Sri Muljaningsih
Nurul Badriah
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
92
98
10.29138/ijebd.v8i1.3114
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The The Influence Of Brand Image And Product Innovation On Starbucks Coffee Purchase Decisions In Surabaya City
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3154
<p><em><strong>Purpose:</strong> </em>Along with the urban lifestyle, the development and growth of culinary businesses are currently increasing in Indonesia, especially in the city of Surabaya, this is marked by the rise of restaurants, cafes and coffee shops. Starbucks Coffee Indonesia now has 22 coffee outlets in the city of Surabaya. Starbucks strives to present an extraordinary legacy and experience in every cup. This study aims to analyze the influence of brand image and product innovation on coffee purchasing decisions at Starbucks coffee shops in the city of Surabaya. This research is a quantitative study.</p> <p><em><strong>Deign/Methodology/Approach:</strong> </em>The number of samples in this study was 104 Starbucks Coffee consumers taken from 22 Starbucks coffee outlets in the city of Surabaya using accidental sampling techniques. Researchers used interviews, questionnaires and observations to obtain data.</p> <p><em><strong>Findings:</strong> </em>The results of the study showed that partially brand image and product innovation had a significant effect on consumer purchasing decisions for Starbucks coffee in the city of Surabaya. Furthermore, Brand Image and Product Innovation simultaneously had a significant effect on Starbucks Coffee purchasing decisions at coffee outlets in the city of Surabaya. This shows that in the midst of the highly competitive business competition between foreign and local coffee shops in Surabaya, Starbucks coffee can still survive and carry out its business activities sustainably through the brand image it carries and innovating the products it offers.</p> <p><em><strong>Paper Type:</strong> </em>Research Paper</p>
I.G.A. Aju Nitya Dharmani
Agus Baktiono
Chriestine Ayu Ashari
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2025-01-31
2025-01-31
8 1
99
110
10.29138/ijebd.v8i1.3154
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The Contribution of Education, Health, and Unemployment on HDI in East Java, Indonesia
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3171
<p><em><strong>Purpose:</strong> </em>This study aims to analyse the influence of education, health, and unemployment on the Human Development Index (HDI) in East Java, Indonesia. Given the disparities in HDI across regions, this research seeks to identify the extent to which these factors contribute to HDI variations in the province.</p> <p><em><strong>Design/methodology/approach:</strong></em> A quantitative research approach was employed, using secondary data from the Central Bureau of Statistics (BPS) of East Java for the years 2021 and 2022. The study analysed data from 38 regencies/cities in East Java, using multiple linear regression to examine the impact of education (average years of schooling), health (number of hospitals), and unemployment (percentage of the labour force) on HDI.</p> <p><em><strong>Findings:</strong> </em>The results indicate that education and health have a significant positive impact on HDI, while unemployment has a significant negative effect. The findings confirm that increasing education levels and improving healthcare access contribute positively to human development, whereas higher unemployment rates hinder HDI growth. The coefficient of determination (R²) suggests that these three factors collectively explain a substantial portion of HDI variation in East Java.</p> <p><em><strong>Research limitations/implications:</strong> </em>This study is limited to secondary data analysis and does not consider qualitative factors such as policy effectiveness, governance, and social infrastructure that may also influence HDI. Future research should incorporate qualitative methods and longitudinal data to capture broader determinants of human development.</p> <p><em><strong>Practical implications:</strong></em> The findings provide valuable insights for policymakers in East Java to focus on education and healthcare improvements while addressing unemployment challenges. Policy recommendations include expanding access to quality education, improving healthcare facilities in underdeveloped areas, and implementing effective employment programs to reduce regional disparities in HDI.</p> <p><em><strong>Originality/value:</strong></em> This research contributes to the understanding of HDI determinants at the provincial level in Indonesia, offering empirical evidence on the interplay between education, health, and unemployment. The study highlights the need for integrated policy approaches to enhance human development in East Java.</p> <p><em><strong>Paper type:</strong> </em>Research paper</p>
Amrun Rosyid
Elok Damayanti
Sarmilah Sarmilah
ST Rohani
Syalwa Shabila
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
111
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10.29138/ijebd.v8i1.3171
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A DETERMINATION OF EMPLOYEE PERFORMANCE BASED ON LEADERSHIP STYLE, DISCIPLINE, AND WORK CULTURE ON MOTIVATION AS AN INTERVENING VARIABLE
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3172
<p><strong>Purpose:</strong>knowing and analyzing the influence of leadership style on motivation, the influence of work discipline on motivation, the influence of work culture on motivation, the influence of leadership style, discipline, and work culture on motivation, knowing the influence of leadership style on performance, knowing the influence of discipline on performance, knowing the influence of work culture on performance, knowing the influence of leadership style, work culture, and work discipline on performance, and knowing the influence of work motivation on performance.</p> <p><strong>Design/methodology/approach:</strong>The method used in this study is quantitative, with the analysis tool used SmartPLS4. Respondents in this study were 72 people. The sampling technique used was probability sampling. Data collection was done through field work research and library research.</p> <p><strong>Findings:</strong>The results of the study showedleadership style has a significant effect on work motivation, work discipline has a significant effect on employee work motivation, work culture has a significant effect on employee work motivation, leadership style, work discipline, and work culture have a significant effect on employee work motivation, leadership style has a significant effect on employee performance, work discipline has a significant effect on employee performance, work culture has a significant effect on employee performance,leadership style, work discipline, and work culturesignificantly influence employee performance, and work motivation has a significant effect on employee performance. Suggestions that can be made are several training activities and family gathering activities to strengthen the sense of family and respect so that they motivate each other in achieving the vision, mission, and goals of the organization.</p> <p><strong>Research limitations/implications:</strong>Time Limitation</p> <p><strong>Practical implications:</strong>Practical implications and theoretical implications</p> <p><strong>Originality/value:</strong><em>The originality of this research is based on several previous studies that have relatively similar characteristics in terms of study themes, although they differ in terms of subject criteria, number and position of research variables or analysis methods used.</em></p> <p><strong> </strong></p> <p><strong>Key words:</strong>Leadership Style, Discipline, Work Culture, Motivation, and Performance</p>
eni rosita
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
120
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10.29138/ijebd.v8i1.3172
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The Effect of Social Influence and Brand Image on Brand Awareness and Purchase Intention Study Case
https://jurnal.narotama.ac.id/index.php/ijebd/article/view/3173
<p>This study examines the relationships between social influence, brand image, brand awareness, and purchase intention in consumer behavior. The primary goal is to analyze how social influence and brand image contribute to brand awareness and purchase intention. By exploring these dynamics, the research offers insights into consumer decision-making processes. Using empirical analysis and statistical techniques, the study provides actionable implications for marketers aiming to enhance brand awareness and drive purchase intention in today's competitive market. The findings reveal that brand image has the strongest correlation with purchase intention (H4) with a t-statistic of 6.013. Significant relationships are also found between social influence and brand awareness (H1) with a t-statistic of 5.050, brand awareness and purchase intention (H5) with a t-statistic of 3.536, and brand image and brand awareness (H2) with a t-statistic of 3.297. Conversely, the relationship between social influence and purchase intention (H3) is not significant, indicated by a t-statistic of 0.503. Thus, hypotheses for H1, H2, H4, and H5 are accepted, while H3 is rejected. This study enriches existing knowledge by clarifying the relationships between social influence, brand image, brand awareness, and purchase intention. These insights are crucial for marketers who aim to leverage social influence and brand image to boost brand awareness and drive purchase intention. The findings highlight the pivotal role of brand image in influencing purchase decisions and the importance of social influence in building brand awareness, offering a strategic framework for effective marketing strategies.</p>
Leonard Joshua
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http://creativecommons.org/licenses/by-sa/4.0
2025-01-31
2025-01-31
8 1
131
147
10.29138/ijebd.v8i1.3173