Journal of Management : Small and Medium Enterprises (SMEs)

The influence of augmented reality (AR) technology on online purchase intention through customer experience as a mediating variable

2026-07-01T14:47:06+00:00

This study aims to examine the effect of augmented reality (AR) on online purchase intention, with customer experience as a mediating variable, in the context of beauty product shopping via e-commerce. The research was conducted on users who had experienced Shopee’s AR features, BeautyCam and SkinCam, through a quantitative method using PLS-SEM. The findings show that AR positively influences both customer experience and online purchase intention. Furthermore, customer experience significantly mediates the relationship between AR and online purchase intention. These results suggest that AR enhances the shopping experience by making it more interactive and immersive, which in turn strengthens customers’ intention to purchase. This study highlights the strategic value of AR in improving customer engagement and conversion, especially in the beauty sector. However, it is limited to a single e-commerce platform and product category. Future research may explore different contexts or compare multiple AR implementations across platforms.

Keywords: Augmented Reality; Customer Experience; Online Purchase Intention; E-Commerce; Beauty Product

Herd investment decision and savings pattern among lecturers in Nigerian tertiary institutions: The mediating role of financial literacy

2026-07-01T14:47:05+00:00

Despite relatively high education and income stability, many lecturers in Nigerian tertiary institutions exhibit weak savings outcomes, largely influenced by herd-driven investment decisions and exposure to high-risk informal schemes such as Ponzi operations. Peer influence increasingly shapes their financial choices, raising concerns about the implications for savings behaviour and the role of financial literacy. This study examined the effect of herd investment decisions on savings patterns among lecturers in Nigerian tertiary institutions, with financial literacy serving as a mediating variable. The study adopted a descriptive survey research design and collected primary data from 122 lecturers across tertiary institutions in South-West Nigeria using a structured questionnaire. Herd investment decision, savings pattern, and financial literacy were measured using a four-point Likert-type scale and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that financial literacy had a positive and statistically significant effect on savings patterns, while herd investment decision also exerted a significant direct effect on savings behaviour. However, herd investment decision did not significantly influence financial literacy, and financial literacy did not mediate the relationship between herd investment decisions and savings patterns. The study concluded that herd investment behaviour influences savings patterns primarily through direct social influence rather than through changes in financial knowledge. While financial literacy independently enhances savings behaviour, it does not mediate the effect of herd behaviour. Therefore, policies aimed at improving savings outcomes should combine financial literacy initiatives with behavioural finance–oriented interventions that address peer influence, social norms, and herd-driven decision-making to promote informed and sustainable saving behaviour among lecturers.

Keywords: Investment Herding; Financial Literacy; Savings Pattern; Lecturers; Tertiary Institutions in Nigeria

Factors influencing the choice of market channels among cashew nut farmers in Mtwara rural district, Tanzania

2026-07-01T14:47:05+00:00

The cashew nut industry is one of the major agricultural sectors whose performance, through effective policies, can lead to increased economic development and improved welfare for Tanzanian farmers. The study assessed the factors influencing cashew nut production in Mtwara Rural District. Specifically, the study intended to examine the effects of demographic characteristics, market constraints, and institutional arrangements on market channel choice. A structured questionnaire was used to recruit 397 respondents through simple random sampling. Data were analyzed using descriptive and ordinary logistic regression methods. Results revealed that education level, gender, and alternative income sources were major drivers of farmers' market channel choice. Secondary education significantly increased the likelihood of formal market participation. In contrast, male farmers and those with other sources of income relied more on informal channels. Likewise, dealing with market constraints and institutional barriers positively influenced the choice of an informal cashew nuts market channel. The study concludes that policymakers and other actors should work collaboratively to improve the cashew nut marketing channel.

Keywords : Market Channels; Logistic Regression; Demographic Factors; Market Constraints; Institutional Barriers

Linking employee green behavior and green innovation to green human resource management: Insights from a construction company

2026-07-01T14:47:04+00:00

This study aims to examine the influence of employee green behavior and green innovation on green human resource management within a construction company context. A quantitative explanatory approach was employed, using survey data collected from employees and analyzed through partial least squares structural equation modeling. The findings indicate that both employee green behavior and green innovation play important roles in shaping green human resource management practices, with employee driven environmental behavior emerging as the more influential factor. Together, these variables explain nearly half of the variation in green human resource management, highlighting the importance of behavioral and innovation based mechanisms in institutionalizing sustainability practices. The study contributes to the literature by adopting a bottom up perspective, demonstrating that green human resource management may develop in response to employee actions and innovation initiatives rather than solely through managerial directives. This research is limited to a single organizational context, which may restrict generalizability. Future studies are encouraged to incorporate additional organizational factors and broader industry settings to enrich understanding of green human resource management development.

Keywords: Green Human Resource Management; Employee Green Behavior; Green Innovation

The informal sector in eThekwini, South Africa: Challenges, opportunities and pathways to formalisation

2026-07-01T14:47:04+00:00

Against a backdrop of persistent unemployment and constrained access to formal labour markets, informal trading continues to function as a critical livelihood strategy for marginalised populations in South Africa. This study critically examines the challenges and opportunities associated with the informal sector in the Durban Central Business District (CBD). Adopting a qualitative descriptive design, the research explores the perspectives of three key stakeholder groups: government representatives, local communities, and informal traders. The findings reveal enduring structural, regulatory, and socio-economic barriers that hinder effective formalisation and sustainable sectoral development, despite the existence of policy interventions aimed at supporting informal economic activities. In addition, the study identifies gaps in stakeholder coordination, regulatory implementation, and urban governance that constrain the sector’s contribution to inclusive economic growth. Based on these findings, the study proposes a conceptual framework to guide collaborative stakeholder engagement and enhance the developmental and economic potential of the informal sector. The study contributes to the broader discourse on urban informality, inclusive development, and policy implementation in emerging economies by providing context-specific insights into the dynamics of informal trading in urban South Africa.

Keywords: Informal Economy; Formalisation; Economic Development; Unemployment

Strategies to improve work discipline: Analysis of compensation, non-physical work environment, and training in a multibusiness companies in Gresik

2026-07-01T14:47:03+00:00

This study investigates the influence of compensation, non-physical work environment, and training on employee work discipline within a multi-business company located in Gresik. Grounded in human resource management and organisational behaviour perspectives, the study seeks to identify the key organisational factors that contribute to strengthening employee discipline in the workplace. A quantitative research design was employed using a purposive sampling technique involving 60 employees with fixed-term employment status. Primary data were collected through structured questionnaires and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings demonstrate that compensation exerts a positive and significant effect on employee work discipline, indicating that equitable and performance-oriented rewards contribute to higher levels of compliance and responsibility among employees. In addition, the non-physical work environment, including interpersonal relationships, communication climate, and organisational support, significantly enhances employee discipline. Training was also found to positively and significantly influence work discipline by improving employees’ competencies, awareness, and commitment to organisational standards. The study highlights the strategic importance of integrated human resource practices in fostering disciplined work behaviour and improving organisational effectiveness. These findings contribute to the broader literature on employee management and workplace performance, particularly within the context of developing economies and multi-sector business organisations.

Keywords: Work Discipline; Compensation; Non-Physical Work Environment; Training

The effect of product quality and brand image on purchase decisions

2026-07-01T14:47:03+00:00

Among MS Glow's Leles branch customers, this research looks at how product quality and brand image affect purchasing choices. Improving market positioning and maintaining customer loyalty in the fiercely competitive cosmetics sector requires a deep knowledge of consumer purchase behaviour variables. Using multiple linear regression analysis, this quantitative study examines the connection between product quality, brand image, and purchasing choices. One hundred MS Glow customers were polled using standardised questionnaires, and the results were evaluated via statistical methods. Both product quality and brand image have a favourable and substantial impact on customers' purchase choices, according to the data. A strong and positive brand image boosts customer confidence and buy intention, while high-quality goods promote consumer trust and satisfaction. The findings show that when choosing skincare products, customers care a lot about how the product works and how they feel about the brand. The significance of ongoing product innovation and strong brand management in gaining a competitive edge in the skincare and cosmetics industry is highlighted by these results. By offering data from the skincare business in Indonesia, this research adds to the expanding body of literature on customer behaviour and brand management.

Keywords: Product Quality; Brand Image; Purchase Decisions

The effect of organizational citizenship behavior (OCB) and work life balance (WLB) on turnover intention of generation Z workers in Semarang City

2026-07-01T14:47:02+00:00

This study examines the influence of Organizational Citizenship Behavior (OCB) and Work–Life Balance (WLB) on turnover intention among Generation Z employees in Semarang. Rising turnover intention among Generation Z workers has emerged as a critical organisational challenge, particularly as this cohort demonstrates distinct workplace expectations regarding recognition, flexibility, and career fulfilment. Employing a quantitative research design, the study collected data through structured questionnaires administered to 191 Generation Z employees working across various sectors in Semarang City. The data were analysed using multiple linear regression with the assistance of IBM SPSS Statistics. The findings reveal that Organizational Citizenship Behavior exerts a positive and significant effect on turnover intention, suggesting that employees who frequently engage in extra-role behaviours may experience increased dissatisfaction or emotional strain when such contributions are not adequately recognised or rewarded by the organisation. In contrast, Work–Life Balance was found to have no significant influence on turnover intention within the study context. These findings highlight the importance of organisational appreciation, recognition systems, and equitable treatment in retaining Generation Z employees. The study provides practical implications for human resource management, particularly in designing employee retention strategies that acknowledge voluntary employee contributions and align with the evolving expectations of younger workforce generations. Furthermore, the research contributes to the growing literature on generational workforce behaviour, employee retention, and organisational management in emerging economy contexts.

Keywords: Organizational Citizenship Behavior; Work Life Balance;Turnover Intention

The effect of work environment and motivation on job satisfaction levels among generation Z in Bandar Lampung

2026-07-01T14:47:01+00:00

This study investigates the influence of work environment and work motivation on the job satisfaction of Generation Z employees in Bandar Lampung, both individually and collectively. Employing a quantitative research design, data were collected through structured questionnaires administered to 240 respondents and subsequently analysed using statistical techniques. The findings reveal that both the work environment and work motivation exert positive and significant effects on employee job satisfaction. A supportive work environment, characterised by favourable interpersonal relationships, comfortable working conditions, and organisational support, was found to enhance employees’ sense of satisfaction and well-being. Similarly, work motivation contributed significantly to increasing employee enthusiasm, engagement, and positive attitudes toward work. The combined influence of these factors demonstrates their strategic importance in improving job satisfaction among Generation Z employees, a workforce cohort known for its distinct expectations regarding workplace culture, flexibility, and career fulfilment. These findings highlight the need for organisations to develop supportive workplace environments and effective motivational practices in order to strengthen employee satisfaction and retention. Nevertheless, the study is limited to respondents located in Bandar Lampung, which may restrict the broader generalisability of the findings. Future research is therefore recommended to expand the geographical scope and incorporate additional variables, such as organisational commitment, leadership style, or employee engagement, as mediating or moderating factors to provide a more comprehensive understanding of Generation Z workplace dynamics.

Keywords: Work Environment; Work Motivation; Work Satisfaction

The effect of attitude and subjective norm on intention to use and behavior to use QRIS with moderation of digital literacy of UNS students

2026-07-01T14:47:00+00:00

This study investigates the influence of attitude and subjective norm on the intention to use and actual usage behaviour of QRIS, with digital literacy serving as a moderating variable among students at Sebelas Maret University. Grounded in behavioural intention and technology adoption perspectives, the research seeks to understand the factors shaping students’ adoption of digital payment systems within the rapidly expanding cashless economy in Indonesia. Employing a quantitative descriptive research design, primary data were collected through structured questionnaires distributed via Google Forms using a four-point Likert scale. The study involved 385 active university students from the 2025/2026 academic year who had prior experience using QRIS. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS. The findings demonstrate that attitude exerts a positive and significant influence on students’ intention to use QRIS, indicating that favourable perceptions toward digital payment systems increase adoption intention. Subjective norm was also found to positively and significantly influence intention to use, suggesting that social influence and peer recommendations play an important role in shaping technology adoption behaviour among students. Furthermore, intention to use significantly affects actual QRIS usage behaviour, confirming the importance of behavioural intention as a predictor of digital payment utilisation. The study also reveals that digital literacy significantly strengthens the relationship between intention to use and actual usage behaviour, highlighting the critical role of digital competencies in facilitating effective adoption of financial technology services. These findings contribute to the growing literature on digital payment adoption, financial technology behaviour, and digital literacy within higher education contexts in emerging economies.

Keywords: Attitude; Subjective Norm; Intention to Use; Behavior to Use; Theory of Reasoned Action (TRA); Digital Literacy ; QRIS

Strategic management practices in small and medium enterprises: A comprehensive systematic literature review

2026-07-02T14:47:05+00:00

This research examines the extent to which small and medium-sized enterprises (SMEs) adopt strategic management practices throughout their organizational life cycle and identifies the key determinants influencing the selection of such practices. Given the critical role of SMEs in economic development and employment generation, understanding how these firms formulate and implement strategies is essential for enhancing their competitiveness and long-term sustainability. Employing a systematic literature review approach based on the PRISMA protocol, the study synthesizes evidence from research published between 2014 and 2024 in leading journals focusing on strategic management and small business management. The findings reveal that SMEs generally adopt less formalized and less structured strategic management processes than large corporations, primarily due to resource constraints, organizational flexibility, and managerial characteristics. However, SMEs compensate for this limitation through a greater reliance on visionary leadership, entrepreneurial orientation, and informal strategic decision-making processes that enable rapid adaptation to changing market conditions. The review further identifies a range of contextual and organizational factors that shape strategic management practices within SMEs, highlighting the unique nature of strategy formulation in smaller firms. By consolidating contemporary evidence on strategic management in SMEs, this study adds to the growing body of literature in strategic management and entrepreneurship.and provides a foundation for future research aimed at exploring the evolution, effectiveness, and contextual variations of strategic practices across different SME settings.

Keywords: Small Business; Strategic Management; Strategic Planning

The influence of financial literacy and fintech payment behavior on healthy financial management behavior the mediating role of financial self-control among generation Z

2026-07-02T14:47:04+00:00

This study examines the influence of financial literacy and fintech payment behavior on healthy financial management behavior among Generation Z students, with financial self-control as a mediating variable. A quantitative approach was employed using a survey of 384 students in Cirebon. Data were analyzed using structural equation modeling to test the relationships between variables. The findings indicate that financial literacy and fintech payment behavior significantly influence healthy financial management behavior. Furthermore, financial self-control plays a crucial mediating role in strengthening these relationships. These results suggest that improving financial literacy and self-regulation are essential for developing responsible financial behavior. However, this study is limited to a specific geographic area, which may affect the generalizability of the results. Future research should expand the scope to diverse regions and include longitudinal data to better capture behavioral changes over time. Educational institutions and fintech providers should collaborate to promote financial education programs.

Keywords: Financial Literacy; Fintech Payment Behavior; Generation Z; Financial Management Behavior; Financial Self-Control

Analysis of employee performance in wood processing companies: The role of competence, occupational safety and health, perceived organizational support, and employee engagement

2026-07-02T14:47:04+00:00

This study aims to examine the effect of competence, occupational safety and health, perceived organizational support, and employee engagement on employee performance in wood processing companies. The study employed a quantitative approach by distributing questionnaires to 125 production employees with a minimum of one year of work experience. Data were analyzed using SmartPLS 3.0 to assess the measurement model and examine the relationships among variables. The findings indicate that competence does not directly influence employee performance, whereas occupational safety and health, perceived organizational support, and employee engagement have a positive effect on performance. The model explains 68.4% of the variance in employee performance, highlighting the importance of organizational and psychological factors in enhancing performance. This study is limited to a single industry and relies on self-reported data. Future research is encouraged to apply different analytical approaches, expand respondent characteristics, and use more varied measurement instruments to provide more comprehensive insights.

Keywords: Competence; Occupational Safety And Health; Employee Engagement; Perceived Organizational Support; Employee Performance

Factors affecting green innovation among convection industry employees in West Jakarta

2026-07-02T14:47:03+00:00

This study aims to identify the factors that drive the emergence of green innovation among employees working in convection businesses located in West Jakarta. A quantitative descriptive approach was employed through the distribution of questionnaires to 100 respondents selected using a purposive sampling method. The findings reveal that several internal and external company elements contribute to enhancing environmentally friendly practices, such as the efficient use of raw materials, the development of sustainable products, and the firm’s ability to respond to environmentally conscious market demands. Nonetheless, not all organizational aspects were found to exert a significant influence, indicating that green innovation efforts still require stronger support, particularly in terms of leadership. This study is limited to a specific region and industrial characteristics, and therefore future research is recommended to expand the research context and incorporate additional factors to achieve a more comprehensive understanding.

Keywords: Green Human Capital; Green Structural Capital; Green Relational Capital; Green Transformational Leadership; Green Innovation

The influence of profitability and growth on dividend policy with firm size as a control variable in the oil and gas subsector listed on the Indonesian Stock Exchange for the 2020-2024 period

2026-07-02T14:47:03+00:00

This study aims to analyze the effect of profitability and company growth on dividend policy, with firm size as a control variable, in oil and gas subsector companies listed on the Indonesia Stock Exchange during the 2020–2024 period. The study employs a quantitative research approach using secondary data obtained from annual reports and applies logistic regression analysis. The findings indicate that profitability and company growth simultaneously affect dividend policy. Partially, profitability has a significant effect on dividend policy, whereas company growth does not have a significant effect. Furthermore, the results show that the independent variables explain 40.4% of the variation in dividend policy. These findings suggest that companies with higher profitability are more likely to distribute dividends, while company growth is not a primary consideration in determining dividend policy.

Keywords: Profitability; Growth; Firm Size; Dividend Policy

Empowering micro-enterprises by improving human resource skills through food entrepreneurship in Tuban District

2026-07-03T14:47:05+00:00

This study examines the empowerment of micro-enterprises through human resource (HR) skills development programmes in Tuban Regency, with a particular focus on food entrepreneurship initiatives implemented by the local government. Grounded in Theodore W. Schultz’s Human Capital Theory, the research analyses the effectiveness of training programmes in strengthening the capacity and competitiveness of micro-entrepreneurs. Employing a descriptive qualitative approach, data were collected through in-depth interviews, field observations, and documentation involving micro-business actors, MSME facilitators, and local government officials. The findings reveal that training programmes related to local product processing, business legality, and digital marketing have contributed positively to improving entrepreneurial competencies, business knowledge, and operational capabilities among micro-enterprise actors. These initiatives have enhanced participants’ readiness to compete within increasingly dynamic market environments and encouraged greater business sustainability. Nevertheless, the study also identifies several challenges, particularly regarding the need for stronger post-training assistance, mentoring, and more equitable access to empowerment programmes to ensure broader and more sustainable impacts. The study contributes to the literature on micro-enterprise development, human capital enhancement, and local economic empowerment by providing empirical insights into community-based entrepreneurship development in regional Indonesia.

Keywords: Human Resource Training; MSME Empowerment; Micro Enterprises

Impulsive buying behavior as the main driver of college students' intention to use buy now, pay later (BNPL) services

2026-07-03T14:47:05+00:00

This study examines the influence of financial parenting and impulse buying behavior on the intention to use Buy Now, Pay Later (BNPL) services among university students, with financial self-efficacy serving as a mediating variable. As BNPL services continue to gain popularity among younger consumers, understanding the behavioural and financial factors that drive adoption has become increasingly important for promoting responsible financial decision-making. Employing a quantitative research approach, data were collected from student respondents and analyzed to assess the direct and indirect relationships among the variables. The findings reveal that financial parenting does not significantly influence either financial self-efficacy or the intention to use BNPL services. Similarly, financial self-efficacy was found to have no significant effect on BNPL usage intention and did not mediate the relationship between financial parenting and BNPL adoption. In contrast, impulse buying behavior exerts a positive and significant influence on the intention to use BNPL, indicating that spontaneous purchasing tendencies are a primary driver of deferred-payment service adoption among students. These findings suggest that psychological and behavioural factors may play a more influential role than financial socialization or self-confidence in financial management when shaping BNPL usage intentions. The study contributes to the growing literature on consumer finance, financial technology adoption, and youth financial behaviour by highlighting the importance of addressing impulsive consumption tendencies through targeted financial education and responsible spending initiatives to reduce future financial vulnerability.

Keywords: Buy Now Pay Later (BNPL); Financial Parenting; Financial Self-Efficacy;Impulsive Buying; Intention to Use BNPL

The influence of digital marketing and brand image on customer loyalty through customer satisfaction as an intervening variable on fashion money alter PT. Mae Abadi Evolusi Bogor City

2026-07-03T14:47:04+00:00

This study examines customer loyalty toward Money Alter fashion products produced by PT Mae Abadi Evolusi in Bogor by investigating the influence of digital marketing and brand image, with customer satisfaction serving as a mediating variable. A descriptive quantitative approach was employed in this research, involving 150 respondents. Path analysis was used to assess both the direct and indirect relationships among the variables under study. The findings indicate that digital marketing and brand image have a positive and significant effect on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction plays an important role in enhancing customer loyalty, highlighting its significance in fostering long-term customer relationships. Customer satisfaction was also found to effectively mediate the relationship between digital marketing, brand image, and customer loyalty. It can therefore be concluded that effective digital marketing strategies and a strong brand image contribute to the enhancement of customer loyalty through increased customer satisfaction. These findings emphasize the importance of integrating digital marketing practices and brand management to strengthen customer retention and achieve a competitive advantage in the fashion industry.

Keywords: Digital Marketing; Brand Image; Customer Loyalty; Customer Satisfaction

The influence of workload, work-life balance, and role conflict on the performance of employee students (DLC) at Stikubank University Semarang

2026-07-03T14:47:03+00:00

This study examines the influence of workload, work–life balance, and role conflict on the performance of student employees at Stikubank University. In the context of increasing academic and occupational demands, student employees often face challenges related to balancing educational responsibilities and work commitments, which may affect their overall performance. Employing a quantitative research design, data were collected through structured questionnaires distributed to 100 respondents selected using purposive sampling techniques. The data were analysed using IBM SPSS Statistics. The findings reveal that workload and work–life balance exert positive and significant influences on employee performance, with work–life balance emerging as the most dominant factor in enhancing the performance of student employees. These results indicate that effective management of time, personal well-being, and work responsibilities contributes substantially to maintaining productivity and performance among working students. In contrast, role conflict was found to have no significant effect on performance, suggesting that student employees were generally capable of managing their dual roles without substantial disruption to their work outcomes. The study highlights the strategic importance of balancing academic and occupational responsibilities and contributes to the broader literature on student employment, work–life balance, and human resource management in higher education contexts.

Keywords: Workload; Work-Life Balance; Role Conflict; Performance

The influence of self efficacy and motivation on work readiness among students in the office administration education program at Surabaya State University

2026-07-03T14:47:03+00:00

This study aims to analyze the role of self-efficacy and motivation in shaping students’ work readiness. A quantitative approach with an explanatory design was used to test the causal relationships among the variables. The study population consisted of 189 students from the 2022 cohort of the Office Administration Education Program at Surabaya State University, with a sample of 128 respondents selected through proportional random sampling. Data collection was conducted using an online Likert-scale questionnaire, which was then analyzed using multiple linear regression with SPSS version 25. The results indicate that self-efficacy and motivation have a positive and significant effect on work readiness, both partially and simultaneously, with a combined contribution of 63.5%. These findings confirm that belief in one’s own abilities and internal motivation play a crucial role in preparing students to enter the workforce. A limitation of this study lies in the limited scope of the respondents; therefore, further research is recommended to involve a broader sample and relevant additional variables.

Keywords: Self Efficacy; Motivation; Work Readiness; Students; Office Administration Education

The effect of product quality, price, and promotion on the purchase decision of Honda Beat motorcycles

2026-07-05T14:47:07+00:00

The fierce rivalry within the automatic motorcycle industry underscores the urgency of decoding consumer behavior to sustain market dominance. This quantitative survey-based research evaluates the contribution of product quality, pricing strategies, and promotional activities toward the purchasing decisions of Honda Beat consumers in Bandar Lampung. Primary data gathered from 170 active users were synthesized utilizing multiple linear regression analysis via IBM SPSS Statistics. The empirical outcomes demonstrate that, partially, product quality, price, and promotion exert a positive and significant influence on purchase selection. Manufacturing quality emerges as the primary determinant, mirroring consumers' strict emphasis on vehicle reliability and operational durability. Furthermore, competitive pricing and aggressive promotional outreach effectively expand brand awareness and market preference. Simultaneously, the convergence of these three explanatory variables significantly shapes consumer purchasing decisions, thereby underlining the strategic necessity for manufacturers to cohesively execute these marketing pillars to secure a sustainable competitive advantage.

Keywords: Product Quality; Price; Promotion; Purchase Decision

Asset growth, operational efficiency, and firm value : The mediating role of profitability in Indonesian banking

2026-07-06T01:58:07+00:00

This study examines the influence of asset growth and operational efficiency on firm value, with profitability serving as a mediating variable among banking firms listed on the Indonesia Stock Exchange during the 2022–2024 period. In an increasingly competitive banking environment, improving financial performance has become essential for enhancing firm value and maintaining investor confidence. Employing a quantitative research design, the study utilized secondary data obtained from annual financial reports of 23 banking companies selected through purposive sampling, resulting in 69 firm-year observations. Data were analyzed using path analysis with LISREL to examine both direct and indirect relationships among the variables. The findings reveal that asset growth positively influences profitability, indicating that the effective expansion of corporate assets contributes to improved financial performance. Operational efficiency was also found to significantly affect both profitability and firm value, highlighting the importance of efficient resource management in generating sustainable corporate outcomes. Furthermore, profitability exerts a positive influence on firm value and successfully mediates the relationships between asset growth and firm value, as well as between operational efficiency and firm value. These results underscore the critical role of profitability as a strategic mechanism through which growth and operational efficiency translate into enhanced firm value. The study contributes to the literature on corporate finance and banking performance by providing empirical evidence on the interconnected roles of growth, efficiency, and profitability in creating shareholder value within emerging financial markets.

Keywords: Asset Growth; Operational Efficiency; Firm Value

The influence of perceived usefulness, perceived ease of use, and financial literacy on interest in using digital banking among students at Sebelas Maret University, Surakarta

2026-07-07T14:47:14+00:00

This study examines the influence of perceived usefulness, perceived ease of use, and financial literacy on students’ intention to use digital banking services at Sebelas Maret University. As digital financial services continue to expand, understanding the factors that encourage technology adoption among young consumers has become increasingly important for financial institutions and policymakers. Through a quantitative descriptive approach, primary data was gathered using online questionnaires administered to a student sample selected via purposive sampling. Instrument validity and reliability were assessed using Pearson’s validity test and Cronbach’s Alpha, while data analysis included classical assumption tests and multiple linear regression analysis. The findings reveal that perceived usefulness, perceived ease of use, and financial literacy each exert a positive and significant influence on students’ intention to use digital banking services. Students are more likely to adopt digital banking when they perceive the technology as beneficial, easy to operate, and supported by adequate financial knowledge. These results highlight the importance of user-friendly digital banking platforms and financial literacy development in fostering technology acceptance among younger generations. The study contributes to the literature on financial technology adoption and digital consumer behaviour by providing empirical evidence on the determinants of digital banking acceptance within the higher education context in Indonesia.

Keywords: Perceived Usefulness; Perceived Ease of Use; Financial Literacy; Interest In Using Digital Banking

Analysis of green packaging adoption behavior in culinary small and medium enterprises in Bandar Lampung City: The SOR model approach towards sustainable innovation

2026-07-07T14:47:14+00:00

This study examines the behavioral factors influencing the adoption of green packaging among culinary micro, small, and medium enterprises (MSMEs) in Bandar Lampung using the Stimulus–Organism–Response (SOR) framework. As sustainability concerns become increasingly important within the business environment, understanding the determinants of environmentally responsible practices among MSMEs is essential for promoting sustainable entrepreneurship. Employing a quantitative explanatory approach, data were collected from 205 culinary MSME owners through purposive sampling and analyzed using Structural Equation Modeling (SEM) to investigate the relationships among green packaging innovation, perceived environmental value, attitudes toward green innovation, and adoption intention. The findings reveal that green packaging innovation positively influences MSMEs’ perceptions of environmental value and fosters favorable attitudes toward green innovation, which subsequently enhance their intention to adopt environmentally friendly packaging practices. These results support the applicability of the SOR model in explaining behavioral responses to sustainability-oriented innovations within the MSME sector. Nevertheless, the study also identifies several barriers to adoption, including higher production costs, limited access to eco-friendly materials, and relatively low levels of environmental awareness among business owners. The study contributes to the growing literature on sustainable entrepreneurship and green innovation by providing empirical evidence from the culinary MSME sector in an emerging economy. Future research is encouraged to incorporate broader samples and additional behavioral, institutional, or contextual factors to further explain green innovation adoption among small businesses.

Keywords: Green Packaging; SOR Model; MSMEs; Sustainable Innovation

The mediating role of transformational leadership and perceived use of artificial intelligence in the effect of happiness on innovative work behavior

2026-07-07T14:47:13+00:00

Innovative work behavior among medical personnel is a critical factor in improving the quality of hospital health services, as it contributes to work effectiveness and service excellence. This study aims to examine the effect of happiness on innovative work behavior, with transformational leadership and perceived use of artificial intelligence (AI) as mediating variables among medical staff. The research population comprises all medical personnel at RS Islam Purwokerto, with purposive sampling employed to obtain 184 respondents as the study sample. The study applies SEM-PLS analysis using SmartPLS 4.0 and adopts Social Exchange Theory as the theoretical framework for explaining the relationships among variables. The findings indicate that happiness has a positive and significant effect on innovative work behavior, both directly and indirectly through the mediation of perceived AI use. However, transformational leadership is not proven to mediate the effect of happiness on innovative work behavior. This study highlights the importance for hospitals to foster a work environment that supports the psychological well-being of medical personnel and to optimize positive perceptions of AI use through appropriate training and governance in order to effectively support innovation.

Keywords: Happiness; Transformational Leadership; Innovative Work Behavior; Perceived Use of Artificial Intelligence

The power of live engagement : How brand experiences and e-WOM drive Somethinc’s Tiktok sales

2026-07-07T14:47:13+00:00

This study examines the influence of brand experience and electronic word of mouth (eWOM) on purchase intention in the context of TikTok live streaming conducted by Somethinc. As live-streaming commerce continues to transform consumer engagement in the digital beauty industry, understanding the factors that drive purchase intention has become increasingly important for brand competitiveness and customer acquisition. Employing a quantitative approach, the study analysed the relationships among variables using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. Brand experience was evaluated through sensory, emotional, behavioural, and intellectual dimensions, while eWOM was assessed based on information usefulness, attitudes toward information, and information credibility. Purchase intention was measured through indicators related to purchase certainty and behavioural tendencies toward buying. The findings reveal that both brand experience and eWOM exert positive and significant influences on purchase intention. An engaging and informative brand experience enhances consumer perceptions and emotional connections with the brand, while credible and useful eWOM strengthens trust and confidence in purchasing decisions. These results suggest that interactive live-streaming activities, supported by authentic consumer-generated information, play a critical role in stimulating purchase intention among digital consumers. The study contributes to the growing literature on social commerce, digital marketing, and consumer behaviour by providing empirical evidence from the rapidly expanding live-streaming ecosystem within Indonesia’s beauty industry.

Keywords: Brand Experience; eWOM; Purchase Intention; TikTok; Live Streaming; Somethinc

Contribution of taste and service quality: Case study of consumer satisfaction at Mas Imron Restaurant, Tabongo District

2026-07-07T14:47:12+00:00

This study reveals that both the quality of service and the taste of the meal play crucial roles in shaping customer satisfaction at Mas Imron Restaurant. When the service provided is efficient, friendly, and attentive, customers tend to feel more valued and comfortable, which positively impacts their general experience. Equally important is the flavor and presentation of the dishes; delicious, well-prepared meals encourage diners to return and recommend the restaurant to others. The findings emphasize that consistently maintaining high culinary standards and delivering exceptional service are essential strategies for building customer loyalty. Satisfied customers are more likely to become repeat patrons, fostering long-term relationships that benefit the restaurant’s reputation and growth. Furthermore, these factors give Mas Imron Restaurant a competitive edge in a crowded meal industry by differentiating it from competitors who might not prioritize quality and service as highly. The study underscores the need for continuous quality improvement in both kitchen operations and customer service practices to sustain high levels of satisfaction. Ultimately, the combined focus on excellent taste and outstanding service not only enhances customer experiences but also contributes significantly to the restaurant’s success and reputation in a competitive market. This insight underscores the importance of a holistic approach to service and culinary excellence for long-term business growth.

Keywords: Customer Satisfaction; Service Quality; Taste

The effect of word of mouth and brand image on customer loyalty with customer satisfaction as an intervening variable

2026-07-07T14:47:11+00:00

This study examines the influence of word of mouth and brand image on customer loyalty among users of Yongki Komaladi flat shoes in Bogor Regency, with customer satisfaction serving as an intervening variable. In the increasingly competitive fashion and footwear industry, understanding the factors that foster customer loyalty is essential for maintaining long-term business sustainability and competitive advantage. Employing a quantitative research design, data were collected through questionnaires administered to 100 consumers selected using purposive sampling, with respondents required to be at least 17 years old and to have purchased Yongki Komaladi flat shoes on at least two occasions. Path analysis was used to examine both direct and indirect relationships among the variables. The findings reveal that word of mouth and brand image each exert positive and significant influences on customer satisfaction and customer loyalty. Customer satisfaction was also found to have a strong positive effect on loyalty, highlighting its central role in strengthening long-term consumer relationships. Furthermore, customer satisfaction successfully mediates the relationships between word of mouth and customer loyalty as well as between brand image and customer loyalty, indicating that favorable consumer recommendations and a strong brand image enhance loyalty by first increasing customer satisfaction. These findings underscore the importance of maintaining a positive brand reputation, encouraging customer advocacy, and delivering satisfying consumer experiences to strengthen loyalty within the fashion retail sector.

Keywords: Word Of Mouth; Brand Image; Customer Loyalty; Customer Satisfaction

Implementation of the health insurance policy at UPTD Puskesmas Ajangale Bone District

2026-07-07T15:22:15+00:00

This study aims to analyze the implementation of health services for BPJS Kesehatan beneficiaries at UPTD Puskesmas Ajangale and to identify the factors that hinder its implementation. The research uses a descriptive qualitative approach with data collected through in-depth interviews, observation, and documentation. The analysis is based on the implementation theory developed by George C. Edwards III, which emphasizes four main variables: communication, resources, disposition of implementers, and bureaucratic structure. The findings indicate that the implementation of BPJS health services has been carried out administratively but has not yet operated optimally. Basic health services such as outpatient treatment, immunization, and referral services are available, yet several obstacles remain. Communication between health workers and patients is often ineffective, the number of medical personnel and the availability of medicines are limited, and some health workers still lack a humanistic approach in providing services. In addition, bureaucratic procedures, particularly the referral process, tend to be slow and less responsive to urgent situations. The main factors that hinder the effectiveness of BPJS service implementation include the shortage of health workers, limited development of service information systems, insufficient public education about health service procedures, and administrative processes that are still relatively complex. Overall, the study concludes that although BPJS health services have been implemented, improvements in both structural and operational aspects are still necessary to ensure that health services become more effective, efficient, and equitable for the community.

Keywords: Implementation; Health Services; BPJS; Public Health Center; Public Policy

The influence of social media marketing and electronic word of mouth (e-WOM) on purchase intention through brand image as a mediating variable

2026-07-08T14:47:12+00:00

This study investigates the mediating role of brand image in the relationships between social media marketing (SMM), electronic word of mouth (EWOM), and purchase intention among skincare consumers in Central Java. As digital platforms are increasingly influencing consumers to make decisions in the beauty industry, understanding the mechanisms through which online marketing activities influence purchase intention has become a critical area of research. Employing a quantitative research from 175 social media users, from questionnaire distributed online using a convenience sampling technique. The data analysis used was SEM with SmartPLS. It was found that SMM and BI exert significant positive effects on PI, indicating that engaging digital marketing activities and favorable brand perceptions play important roles in encouraging consumers’ willingness to purchase skincare products. In contrast, EWOM does not directly influence PI. However, both SMM and EWOM significantly contribute to the formation of BI. Furthermore, the mediation analysis demonstrates that BI fully mediates the relationship between EWOM and PI and partially mediates the relationship between SMM and PI. These results suggest that consumers’ responses to online information and marketing communications are largely shaped through the development of positive brand perceptions. The study contributes to the digital marketing and consumer behavior literature by highlighting the strategic importance of BI as a key mechanism through which social media engagement and online consumer communications translate into stronger PI in the skincare industry.

Keywords: Purchase Intention; Social Media Marketing; Electronic Word of Mouth; Brand Image

Optimizing fisheries potential through increasing entrepreneurial literacy and market access for the Ohoi Revav community

2026-07-09T14:47:17+00:00

This study examines efforts to optimize the fisheries potential of Ohoi Revav through the enhancement of entrepreneurial literacy and improved market access among local students. Recognizing the strategic role of fisheries in supporting local economic development, the study explores how entrepreneurial knowledge and business motivation can encourage greater participation in fisheries-based economic activities. Employing a qualitative descriptive approach, data were collected through participatory observation and in-depth interviews to gain a comprehensive understanding of the relationship between entrepreneurial literacy, market accessibility, and community economic empowerment. The findings indicate that increased entrepreneurial literacy has strengthened students’ awareness of the economic value of fisheries resources and encouraged the adoption of innovative business practices, including the utilization of digital platforms for marketing and promotion. Improved market access has also facilitated stronger collaboration between students and local fishermen, contributing to more sustainable economic activities and positive socio-economic outcomes within the community. These findings highlight the importance of entrepreneurship education and market connectivity in fostering local economic development and strengthening fisheries-based enterprises. Nevertheless, the study is limited by its relatively small number of participants and short observation period. Future research is recommended to involve broader community groups and further explore digital marketing and entrepreneurship strategies to enhance the long-term sustainability and competitiveness of local fisheries businesses.

Keywords: Fisheries Potential; Entrepreneurial Literacy; Market Access; Ohoi Revav; Student Empowerment

The role of work ethic, work culture, and work-life balance in employee productivity at Trusmi Group

2026-07-09T14:47:16+00:00

This study examines the influence of work ethic, work culture, and work-life balance on employee productivity at Trusmi Group. As employee productivity represents a critical determinant of organizational competitiveness, particularly in retail and creative industries characterized by dynamic operational environments, understanding the factors that enhance workforce performance is essential for sustainable business success. Employing a quantitative research approach with a causal research design, data were collected through structured questionnaires using a Likert scale from 109 employees selected through simple random sampling from a population of 150 employees. The data were analyzed using multiple linear regression techniques with IBM SPSS Statistics, supported by validity, reliability, and classical assumption testing. The findings reveal that work ethic, work culture, and work–life balance each exert a positive and significant influence on employee productivity. Employees demonstrating stronger work ethics, operating within a supportive organizational culture, and experiencing a healthier balance between professional and personal responsibilities tend to exhibit higher levels of productivity. Furthermore, the three variables collectively contribute substantially to explaining variations in employee productivity, highlighting their complementary role in enhancing workforce performance. These results underscore the importance of fostering a productive organizational environment through the promotion of strong work values, a positive workplace culture, and policies that support employees’ work–life balance. The study contributes to the human resource management literature by providing empirical evidence on the multidimensional factors that drive employee productivity within the retail and creative industry context.

Keywords: Work Ethic; Work Culture; Work-Life Balance; Employee Productivity; Human Resource Management

Revitalizing Qienzy variant drinks MSMES in Medan Tuasan through innovation-based business models and digital transformation

2026-07-09T14:47:15+00:00

This study examines the business challenges faced by Qienzy Variant Drinks MSME in Medan Tembung and proposes revitalization strategies through innovation-driven business models and digital transformation. As micro-enterprises operate in an increasingly competitive and technology-oriented environment, the ability to innovate and adapt digitally has become essential for long-term sustainability and growth. Employing a qualitative descriptive approach, the study collected data through interviews, observations, and documentation involving the business owner as the primary informant. The findings reveal that limited product innovation, reliance on manual operational processes, inadequate utilization of digital marketing, and the absence of structured management practices have constrained the enterprise’s competitiveness and growth potential. To address these challenges, the study identifies several strategic priorities, including the adoption of digital technologies, continuous menu innovation, recruitment of personnel with relevant skills, and the implementation of a market-oriented business model. These initiatives are expected to enhance operational efficiency, strengthen market responsiveness, and improve overall business performance. The study contributes to the literature on micro-enterprise development and digital entrepreneurship by providing practical insights into how small businesses can adapt to the demands of the digital era. However, as the findings are derived from a single case study, future research is encouraged to involve a broader range of respondents or conduct comparative analyses across similar enterprises to improve the generalizability of the results.

Keywords: MSME; Business Innovation ; Digital Transformation

Social media adoption as a full mediator between entrepreneurial orientation and MSME performance

2026-07-09T14:47:15+00:00

This study aims to examine the effect of entrepreneurial orientation on MSME performance with social media adoption as a mediating variable. The research was conducted on MSMEs in the food, beverage, and fashion sectors located in seven sub-districts of Sidoarjo Regency, East Java, Indonesia. A quantitative approach was employed using a survey method with 130 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with SmartPLS 3. The findings reveal that entrepreneurial orientation does not directly affect MSME performance but has a significant positive effect on social media adoption. Social media adoption, in turn, positively and significantly influences MSME performance. Furthermore, social media adoption fully mediates the relationship between entrepreneurial orientation and MSME performance. These results suggest that entrepreneurial orientation needs to be channeled through social media adoption to improve performance outcomes.

Keywords: Entrepreneurial Orientation; Social Media Adoption; MSME Performance; Dynamic Capability Theory; Diffusion of Innovation Theory

Eco-innovation strategies in hospitality: A case study of star-rated hotels in Batam

2026-07-09T14:47:14+00:00

This study examines the influence of eco-innovation on the sustainable performance of hotels in Batam, a destination characterized by a rapidly growing tourism and hospitality sector. Given the substantial environmental footprint of hotel operations through energy consumption and waste generation, understanding the effectiveness of different eco-innovation strategies is essential for advancing sustainability within the industry. Employing a quantitative research design, data were collected through surveys administered to managers of hotels that had been operating for at least ten years. A total of 120 valid responses were analyzed using Structural Equation Modeling with the Partial Least Squares approach through SmartPLS. The study evaluated four dimensions of eco-innovation: eco-product, eco-process, eco-organizational, and eco-marketing innovation. The findings reveal that eco-process, eco-organizational, and eco-marketing innovations exert significant positive effects on sustainable hotel performance, highlighting the importance of environmentally efficient operational practices, sustainability-oriented organizational systems, and green marketing initiatives in enhancing economic, environmental, and social outcomes. In contrast, eco-product innovation was not found to significantly influence sustainable performance, suggesting that environmentally friendly products alone may be insufficient to generate substantial sustainability improvements without complementary organizational and operational changes. These findings contribute to the literature on sustainable tourism and hospitality management by demonstrating the differentiated effects of eco-innovation dimensions on organizational sustainability. The study further suggests that future research should incorporate additional factors, such as green human resource management, green competitive advantage, and tourism development, to provide a more comprehensive understanding of sustainability drivers within the hotel industry.

Keywords: Eco-Innovation; Sustainable Performance; Marketing Innovation; Organizational Innovation; Hospitality

The effects of social media and event marketing on brand awareness in a culturally positioned MSME: Evidence from Kedai Rasta

2026-07-09T14:47:13+00:00

This study examines how social media marketing (SMM) and event marketing (EM) contribute to brand awareness for Kedai Rasta, a culturally grounded MSME based in Bandung. The central premise is that cultural identity, when strategically mobilised, can function as a meaningful branding resource that shapes how both digital and experiential marketing activities build brand visibility. Using a quantitative cross-sectional design, data were collected from consumers through Likert-scale questionnaires and analysed via multiple linear regression. The results confirm that both SMM and EM are positively and significantly associated with brand awareness, though each operates through distinct pathways. Social media marketing strengthens awareness primarily through content quality and audience connection, while event marketing works largely through direct consumer involvement and immersive experiential engagement. Dimensions related to interaction intensity showed comparatively limited influence in both channels, pointing to communication barriers that restrict broader audience reach and slow message diffusion beyond existing communities. The study further finds that cultural identity plays a dual role. Rather than functioning straightforwardly as an asset, it acts as both an enabling and a bounding resource, amplifying brand awareness when translated into shareable digital content and immersive offline experiences, yet narrowing its reach when interactions remain concentrated within culturally homogeneous groups. These findings contribute to literature on SME branding, cultural marketing, and integrated marketing communications by underscoring the value of pairing culturally distinctive online content with well-designed experiential marketing as mutually reinforcing elements of a coherent brand strategy. Future research would benefit from multi-firm, longitudinal, or experimental designs, and from incorporating digital analytics and behavioural indicators alongside self-reported measures to develop a more comprehensive understanding of brand awareness formation in culturally oriented enterprises.

Keywords: Social Media Marketing; Event Marketing; Brand Awareness; MSME; Cultural Branding

Artificial intelligence content in skincare marketing: A systematic literature review

2026-07-09T14:56:17+00:00

This systematic review aims to synthesize recent research on artificial intelligence (AI) content in skin care product marketing by analyzing technological approaches, consumer perceptions, effectiveness, ethical considerations, and identifying research gaps to guide future research. The research method involved a comprehensive systematic search using the Google Scholar database, covering publications from 2018 to 2025. The results of this study show that the application of AI in skin care product marketing focuses on five main areas: (1) personalized product recommendations and diagnostics, (2) conversational AI and chatbots, (3) virtual trials and augmented reality experiences, (4) AI-generated content and synthetic influencers, and (5) predictive analytics and product configuration. The study concludes that AI content in skincare marketing has the potential to enhance personalization and consumer engagement, but widespread adoption requires addressing challenges related to transparency, privacy, authenticity, and inclusivity.

Keywords: Artificial Intelligence; Skincare Marketing; Cosmetics; Personalization; Consumer Behavior

The effect of the rupiah exchange rate and return on assets on the stock prices of manufacturing companies listed in the LQ45 index during the 2020–2024 period

2026-07-09T15:11:51+00:00

This study examines the influence of the rupiah exchange rate and Return on Assets (ROA) on the stock prices of manufacturing companies included in the LQ45 index on the Indonesia Stock Exchange during the 2020–2024 period. In an increasingly volatile macroeconomic environment, understanding the determinants of stock price movements is essential for investors and corporate decision-making. Employing a quantitative research design, the study utilizes secondary data obtained from company financial statements, Bank Indonesia, and the Indonesia Stock Exchange. Data analysis was conducted using multiple linear regression to assess both partial and simultaneous effects of the independent variables on stock prices. The findings reveal that the rupiah exchange rate does not have a significant partial effect on stock prices, indicating that short-term currency fluctuations may not directly drive investor valuation in the observed firms. In contrast, ROA shows a significant but negative effect on stock prices, suggesting that higher accounting returns do not necessarily translate into higher market valuations within the sampled period. However, when examined jointly, both macroeconomic and firm-level financial variables significantly influence stock prices, explaining approximately 18.6% of their variation. These results highlight that stock price movements are shaped by a combination of internal financial performance and external macroeconomic conditions, as well as broader market sentiment factors. The study emphasizes the importance of maintaining macroeconomic stability alongside sound corporate financial management to support stock performance in the manufacturing sector. It also suggests that future research should incorporate additional internal and external determinants to provide a more comprehensive explanation of stock price dynamics in emerging capital markets.

Keywords: LQ45; Return on Assets; Rupiah Exchange Rate; Stock Price

The impact additional of employee income and work discipline on employee performance: An empirical study at the Gorontalo Regency Social Service Agency

2026-07-09T15:37:36+00:00

This study aims to analyze the effect of Additional Employee Income (TPP) and Work Discipline on Employee Performance at the Gorontalo Regency Social Service. The background of this study stems from the phenomenon of declining volume and quality of work output and low employee initiative over the past four years, indicating the need for an evaluation of factors influencing civil service performance. This study employs a quantitative method with an associative approach. The research population consisted of 30 employees, all of whom were sampled using a saturated sampling technique. Data were collected through questionnaires and documentation, then analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²) with the assistance of SPSS version 20. The results reveal that Additional Employee Income has a positive and significant effect on Employee Performance. Similarly, Work Discipline also demonstrates a positive and significant effect on Employee Performance. Simultaneously, both variables significantly influence Employee Performance. The coefficient of determination indicates that 63.1% of the variation in Employee Performance can be explained by TPP and Work Discipline, while the remaining 36.9% is influenced by other factors outside the research model. These findings confirm that a balance between financial incentives and enforcement of work discipline is key to improving productivity, effectiveness, and the quality of public services at the Gorontalo District Social Service.

Keywords: Work Discipline; Employee Performance; Additional Employee Income

SWOT analysis of Sodamolek virgin coconut oil (VCO) in West Amarasi district, Kupang Regency

2026-07-09T15:49:54+00:00

This study analyzes the internal and external factors influencing the development of the “Sodamolek” Virgin Coconut Oil (VCO) enterprise through a SWOT framework to formulate sustainable business development strategies. Originating as a community-based economic empowerment initiative managed by a church congregation in Fedok Lenaoen under the Northwest Rote Classis and subsequently expanded to West Amarasi, the enterprise was established to address persistent challenges related to low household income and economically motivated crime in local communities. Employing a qualitative descriptive approach, the study identifies the enterprise’s primary strengths as its use of natural, chemical-free raw materials and its affordable pricing strategy. Significant opportunities were also identified, including growing public awareness of health and wellness products and the potential for expansion into international markets, particularly in the Netherlands. The findings suggest that the most appropriate development strategy involves strengthening access to raw materials, expanding product diversification into value-added products such as lotions, facial masks, and instant porridge, and addressing existing weaknesses related to packaging innovation and workforce capacity development. Beyond its commercial achievements, the Sodamolek initiative has generated meaningful socio-economic benefits by creating local employment opportunities, increasing household income, and contributing to community welfare. The study highlights how faith-based economic empowerment initiatives can support local development objectives and demonstrates the potential of community-driven entrepreneurship to promote inclusive economic growth and social stability in rural regions of East Nusa Tenggara.

Keywords: Business Development Strategy; Church Initiative; Community Empowerment; Economic Improvement; SWOT Analysis; Virgin Coconut Oil (VCO)