Bulletin of Management and Business

THE INFLUENCE OF DIGITAL EXPERIENCE AND E-WOM ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION: A CASE STUDY OF GRAND TAMAN SAFARI INDONESIA, PASURUAN

Maya Ratnasari — 2025-03-29

This study investigates the role of digital experience and electronic word of mouth (E-WOM) on purchase decisions and their implications for customer satisfaction among visitors to The Grand Taman Safari Indonesia, Prigen, Pasuruan. An explanatory quantitative approach was employed, with data collected from 99 respondents and analyzed using SmartPLS. The findings indicate that digital experience has a positive but insignificant effect on both purchase decisions and customer satisfaction. Similarly, E-WOM shows a positive but insignificant effect on customer satisfaction, while it significantly influences purchase decisions. Furthermore, purchase decisions have a significant and positive impact on customer satisfaction. Mediation analysis reveals that purchase decisions do not significantly mediate the relationship between digital experience and customer satisfaction, but they do significantly mediate the effect of E-WOM on customer satisfaction. These results highlight the importance of optimizing E-WOM strategies to enhance customer engagement and satisfaction in the tourism sector. This research contributes to the growing body of knowledge on digital marketing in tourism by emphasizing the mediating role of purchase decisions and providing practical insights for managing digital customer experiences.

THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER SATISFACTION AND PARTICIPATION INTENTION IN ORIFLAME MULTI-LEVEL MARKETING (MLM)

Ilma Wulansari Hasdiansa — 2025-03-29

This study investigates the impact of social media marketing activities on customer satisfaction within Oriflame’s customer base, with a focus on the mediating roles of social identification and perceived value. The growing prominence of social media has transformed how businesses engage with consumers, making it critical to utilize these platforms effectively. Using Structural Equation Modeling (SEM), this research analyzes data from 50 respondents in Makassar City, collected through structured questionnaires. The findings reveal that social media marketing—through engaging content, interactive communication, and personalized efforts—positively influences customer satisfaction. Furthermore, satisfaction significantly drives key behavioral intentions: participation, purchasing, and willingness to join Oriflame’s multilevel marketing (MLM) network. The study highlights the importance of customer satisfaction as a predictor of loyalty and advocacy behavior, which are essential for sustained competitive advantage. Social identification and perceived value serve as significant mediators in this relationship. Social identification enhances emotional connection and a sense of belonging to the brand community, while perceived value reflects the alignment between customer expectations and the brand’s offerings, enriching the customer experience. These mediating factors strengthen the influence of social media marketing on satisfaction. The research offers practical insights for businesses aiming to enhance their digital marketing strategies. It underscores the necessity of fostering meaningful interactions on social media to boost not only satisfaction but also long-term engagement and conversion. By understanding these dynamics, companies like Oriflame can optimize marketing efforts, build stronger customer relationships, and achieve sustained growth in the digital era.

IMPLEMENTATION OF PUBLIC SECTOR ENTREPRENEURSHIP USING THE BMC MODEL IN MILITARY COOPERATIVE SERVICES

Widiya Avianti — 2025-03-29

This research discusses the concept of public sector entrepreneurship by implementing a business model canvas to assist the implementation of cooperative work programs, including those under the auspices of the military, to describe, analyze, and develop their business models. Business Model Canvas (BMC) is a useful tool for articulating and managing all the key elements in a cooperative business, descriptive qualitative research method, in accordance with research in the field of social society by conducting an analytical study contained in SWOT analysis so that it can be known the strengths, weaknesses, opportunities and threats of this public service business to be able to develop cooperative service planning that can provide maximum service to its members as well as become a community service partner.

THE EFFECT OF LOCAL COFFEE SHOP MARKETING MIX ON CUSTOMER SATISFACTION AND LOYALTY IN INDONESIA

Sitti Hasbiah — 2025-03-29

This study aims to analyze the influence of marketing mix factors on customer satisfaction and the subsequent relationship between customer satisfaction and customer loyalty in the context of coffee shops in Makassar. As coffee shops face increasing competition, understanding the dynamics between marketing strategies, customer satisfaction, and loyalty becomes crucial for sustaining growth and achieving differentiation in the marketplace. The research employs multiple regression analysis to evaluate the influence of seven marketing mix elements—product, price, location, promotion, process, physical evidence, and people—on customer satisfaction. Additionally, simple regression analysis is used to assess the impact of customer satisfaction on loyalty. Data for this study are collected through structured questionnaires distributed to coffee shop customers in Makassar. The results reveal that among the seven marketing mix factors, the "people" and "process" dimensions exert the most significant influence on customer satisfaction. Sympathetic and engaging employee interactions, combined with efficient and seamless service processes, contribute significantly to enhancing customer experiences. Conversely, factors such as "location" and "physical evidence" are found to have no significant impact on customer satisfaction, suggesting that other elements of the marketing mix may play a more pivotal role in shaping customer perceptions. Furthermore, the findings confirm that customer satisfaction significantly affects customer loyalty. Satisfied customers are more likely to return, recommend the coffee shop to others, and exhibit long-term loyalty. This underscores the importance of delivering a consistent and satisfying experience that aligns with customer expectations. The study provides important managerial implications for local coffee shops seeking to enhance their competitive advantage. Prioritizing service quality, fostering positive interactions between staff and customers, and optimizing service processes can create a differentiated customer experience. By focusing on these aspects, coffee shops can cultivate higher levels of customer satisfaction and, consequently, loyalty, ensuring sustained success in a competitive environment.

THE INFLUENCE OF PROFITABILITY AND LIQUIDITY ON CLOSING STOCK PRICES OF CIGARETTE COMPANIES ON THE IDX FOR THE PERIOD 2018 - 2023

Nabila Agusandhya — 2025-03-29

The cigarette industry in Indonesia continues to grow and makes a significant contribution to state revenues. However, strict regulations such as increased excise rates, advertising bans, and negative sentiment towards cigarette consumption can affect the profitability and stock prices of companies in this sector. This study aims to analyze the effect of Return on Assets (ROA), Return on Equity (ROE), Net Profit Margin (NPM), Current Ratio (CR), and Quick Ratio (QR) on the stock prices of cigarette sub-sector companies listed on the Indonesia Stock Exchange (IDX) in the period 2018-2023. The research method used is a quantitative approach with multiple linear regression analysis using IBM SPSS 27. The results of the study show that ROA has a significant positive effect on stock prices, ROE has a significant negative effect on stock prices, NPM has a significant negative effect on stock prices. Meanwhile, CR and QR do not have a significant effect on stock prices. Simultaneously, the five variables have a significant effect on stock prices. These findings indicate that profitability, especially ROA, is the main factor considered by investors in assessing cigarette company stocks, while liquidity is not a major concern. This research provides insight for investors and company management regarding the importance of asset and profit management strategies to maintain the attractiveness of shares in the capital market.

COMPARATIVE ANALYSIS OF SELLING PRICE DETERMINATION WITH THE COST PLUS PRICING METHOD IN MEKARSARI UMKM

NUR IZZATI — 2025-03-30

This study aims to examine and compare the application of the cost plus pricing method in determining the selling price of products at Mekarsari MSMEs. As micro, small, and medium enterprises (MSMEs) play a vital role in Indonesia’s economy, establishing a fair and sustainable pricing strategy is crucial to ensure business continuity and competitiveness. The research adopts a descriptive qualitative approach using case study analysis, with data collected through documentation, observation, and interviews. The cost plus pricing method is implemented using two costing techniques: full costing and variable costing. By analyzing the costs incurred in the production process and adding a predetermined markup, this study evaluates the accuracy and feasibility of each method in real-world conditions. The findings reveal that the selling price derived through the full costing method results in a higher price than that calculated using the variable costing method. This difference is attributed to the inclusion of fixed manufacturing overhead in the full costing approach, which provides a more comprehensive reflection of total production costs. However, from a short-term decision-making perspective, variable costing may offer more flexibility for pricing strategies. The study concludes that both methods have practical advantages depending on the business context and objectives. MSMEs are advised to consider their cost structure, market conditions, and financial goals when choosing a pricing model. This research contributes to the existing literature by providing practical insight into the implementation of cost-based pricing in small-scale enterprises and highlights the importance of accurate cost classification in pricing decisions. Future research could expand the scope by including different industries or examining the impact of pricing strategies on customer satisfaction and business performance.

IMPLEMENTATION OF HUMAN RESOURCE MANAGEMENT IN RELATION TO EMPLOYEE PERFORMANCE IN RAILWAY PUBLIC TRANSPORTATION SERVICES

Dewi Yuliati Indah — 2025-03-30

This study explores the implementation of human resource management, focusing on the effects of job mutation and workload on work stress and their subsequent impact on employee performance. The research was conducted within the KI unit of PT Kereta Api Indonesia (Persero), Bandung Head Office. The issue of decreased employee performance, particularly in aspects related to work behavior, prompted this investigation. A quantitative approach with descriptive and verification analysis methods was employed, utilizing a sample of 55 employees selected through probability sampling techniques. Data collection was conducted through structured questionnaires, and the analysis involved path analysis, multiple correlation, and coefficient of determination using SPSS 26. The findings indicate that both mutation and workload have significant effects on employee work stress, with workload being the more dominant contributing factor. Moreover, the study reveals a negative and significant relationship between work stress and employee performance. Specifically, excessive workload and unclear or mismatched job mutations lead to increased stress, which subsequently hinders employee performance in terms of productivity and behavioral consistency. The total influence of mutation and workload on stress was found to be 34.5%, while stress contributed 29.7% to variations in performance outcomes. These results underscore the importance of effective workload management and structured mutation planning in reducing stress levels and enhancing overall performance. Organizations, particularly in the public transportation sector, should consider these factors when designing HR strategies aimed at optimizing employee efficiency. Future studies are encouraged to incorporate qualitative insights to better understand the psychological dimensions underlying stress responses in organizational settings.

Keywords: Employee Performance, Mutation, Work Stress, Workload

Identify The Most Dominant Variables Influencing The Level of Success in Digital Marketing

Dany Febrianto — 2025-03-30

Research from the Center for Human Genetic Research (CHGR) predicts that the number of digital companies in Indonesia will reach 13,000 startups by 2021. Currently, with 1,939 startups, Indonesia ranks sixth globally in terms of the number of startups. However, data indicate that the failure rate of startups tends to be significantly high. According to research by Shikhar Ghosh, the failure rate of digital companies reaches 95%. Meanwhile, data from a digital business incubator in Malang City show that the failure rate of digital companies stands at 62.2%. This study aims to identify the key factors determining the success of digital companies, with a specific focus on City Guide. In conducting digital marketing activities, City Guide faces several challenges, such as ineffective and inefficient social media management, resulting in untimely posting schedules, less engaging content, a lack of variety in advertisements, unscheduled ad management, and unstructured content ideas. The research seeks to describe the implementation of City Guide’s radio management readiness in the Era of the Fourth Industrial Revolution. The sampling technique employed is purposive sampling, selecting active listeners, with a total sample of 161 respondents. This study examines five variables that determine the success of digital marketing: knowledge, innovation skills, organization, the benefits of digital marketing, and the advantages of the Fourth Industrial Revolution. The findings indicate that the examined variables significantly influence digital marketing success, with knowledge being the fundamental determinant of digital marketing performance.

THE INFLUENCE OF EWOM AND ATTITUDE ON PURCHASE INTENTION ON HALAL COSMETICS

Yulist Rima Fiandari — 2025-04-11

The growing demand for halal cosmetics reflects increasing consumer awareness of religious compliance, health, and ethical concerns. This study aims to investigate the influence of Electronic Word of Mouth (EWOM) and consumer attitude on purchase intention toward halal cosmetic products in Indonesia. Using a quantitative approach, data were collected through an online survey from 160 female respondents aged 17 and above who are users of halal cosmetics. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among the variables. The findings reveal that EWOM has a significant positive influence on both attitude and purchase intention. Furthermore, attitude is found to have a strong and positive effect on purchase intention. These results confirm that EWOM not only shapes consumer evaluations but also directly drives behavioral intention. The study contributes to the halal consumer behavior literature by highlighting the psychological pathways through which EWOM influences purchasing behavior. Practically, the findings suggest that halal cosmetic brands should prioritize managing online consumer reviews and enhancing brand communication strategies to foster positive attitudes and encourage purchasing decisions.