Business Economic, Communication, and Social Sciences Journal (BECOSS)

The Influence of Social Media Marketing, Brand Image, and Influencer Marketing on Purchase Intention at XYZ Restaurant

Shelvy Kurniawan — 2024-09-30

The use of social media in marketing is not only to market products but it can be used to improve the company's image and consumer purchasing interest. XYZ restaurant is engaged in the food & beverage sector by serving typical Indonesian cuisine, they realize the importance of using social media as an efficient marketing tool. The purpose of this study is to determine the influence of social media marketing and influencer marketing on purchase intention and the role of brand image in mediating the influence of social media marketing on purchase intention. The data collection method in this study was by distributing questionnaires. The data analysis method used in this study is SEM. The results of this study indicate that social media marketing has a significant influence on brand image, brand image has a significant influence on purchase intention, influencer marketing has a significant influence on purchase intention, and social media marketing has a significant influence on purchase intention mediated by brand image.

The Effect of Career Development in the Millennial Generation

Ika Triana — 2024-09-30

This study explains employee engagement for millennial employees. It identifies a career development that supports millennial employees, particularly in the DKI Jakarta area, to achieve better employee engagement, and the phenomenon of job-hopping reduces generation millennials. The subject of the investigation is employees of the millennial generation in the DKI Jakarta, with 407 questionnaire participants. The primary data of this study were obtained from questionnaires completed by several respondents. In addition, the data is processed using path analysis to analyze the relationship pattern between variables. This research uses a cross-sectional design. Data are collected only at one point in time, making it difficult to assess long-term causal relationships. Results showed that career development has a positive impact on employee engagement. Companies need to develop professional development programs tailored to the aspirations and work styles of this generation to increase effectiveness. Future longitudinal research may provide further insight into changing dynamics over time. Data collected via questionnaires may contain respondent bias due to their self-reported nature. Additional data collection methods, such as interviews or observations, may help reduce this bias. This research sheds light on the job-hopping phenomenon among millennial employees in Jakarta, the economic and business center of Indonesia. It makes a special contribution to the limited literature on the work behavior of millennials in major Southeast Asian cities. This research provides new insights into how career development and employee engagement can work together to reduce job hopping, thereby providing additional value to companies seeking to retain their employees

Investigating the Influence of Emotional Intelligence and Organizational Commitment on Organizational Citizenship Behavior: An Examination of the Workforce at PT XYZ

Soraya Agustina Situmorang — 2024-09-30

The research investigates the influence of emotional intelligence (EI) and organizational commitment (OC) on organizational citizenship behavior (OCB) within PT XYZ. OCB, which involves voluntary actions benefiting the organization, is increasingly recognized as essential for organizational success. Emotional intelligence, the ability to perceive and manage emotions, plays a crucial role in fostering these behaviors, while organizational commitment reflects the dedication and attachment employees feel towards their company. Using a cross-sectional design, data were collected from 100 employees via a structured questionnaire. Multiple linear regression analysis revealed that emotional intelligence and organizational commitment significantly and positively influence OCB. Specifically, employees with higher emotional intelligence and more substantial organizational commitment demonstrate greater engagement in discretionary behaviors that support organizational functioning. The study concludes that fostering emotional intelligence and organizational commitment within the workforce can significantly enhance OCB, contributing to improved organizational effectiveness. These findings suggest that organizations should prioritize emotional intelligence training and strengthen employee commitment to boost overall performance.

Strategic Use Cases of Digital Transformation Implementation in Cities in Developing Countries

Wendy Junaidi — 2024-09-30

Global competition for business process efficiencies and investment, rapidly growing and aging populations, rising concerns about climate change, economic inequality, digital gap, and keeping pace with technological innovation are just a few of the challenges cities around the world face in meeting citizens’ expectations for personalized, mobile government services. To address these complex systemic challenges, cities must design smart city initiatives as part of digital transformation implementation to connect disparate operations and siloed processes, starting with smaller, focused projects at the department level and progressing, step by step, toward an integrated city ecosystem. The purpose of this research is to provide insights into some strategic use cases for implementing digital transformation in cities in developing countries as a reference for prioritization so that local governments in developing countries can manage the complexities of smart city implementation through the empowerment of internet of things (IoT) technology. This research focused on some smart city use cases found in developing countries, i.e. Pune (India), Da Nang (Vietnam), and Mexico City (Mexico).

Perdagangan Bilateral Filipina-Amerika: Dinamika, Hambatan dan Prospek Masa Depan Periode 2022-2024

Ramadhan Bagas Rizky — 2024-09-30

This study examines the dynamics of trade relations between the Philippines and the United States during the leadership of President Bongbong Marcos, the 17th President of the Philippines. The primary objective of this research is to identify obstacles, challenges, and opportunities in the bilateral relations of the two nations, with a particular focus on political, economic, and security aspects. Employing the theories of liberalism and complex interdependence, the study explores how economic cooperation and mutual dependence influence trade policy relations between the Philippines and the United States. The research uses a qualitative descriptive method, involving an in-depth analysis of data and information related to trade policies, bilateral agreements, and external factors that may affect relations during President Bongbong Marcos's administration. The findings reveal that, despite progress in trade cooperation, obstacles such as protectionist policies and global economic instability remain significant challenges. Future prospects indicate substantial growth potential if both nations can overcome these barriers through constructive dialogue and mutually beneficial policy reforms. A limitation of this study lies in the uncertainty of Philippine-U.S. relations due to frequent political dynamics. However, the impact of this research lies in its ability to anticipate the continuation of Philippine-U.S. relations through insights derived from field data.

Analyzing YG Entertainment's Financial Impact: Addressing Brand Image Decline and Solutions

Haryadi Sarjono — 2024-09-30

This research explores the impact of YG Entertainment's strategy in 2019 on the company's financial condition and image after a series of problems involving its artists in 2019. YG Entertainment, a prestigious South Korean entertainment company, faced major challenges, including prostitution-related controversies, drug scandals, and tax problems. These problems caused a decline in the value of the company's shares and raised concerns among investors and fans. This research aims to investigate the strategies implemented by YG Entertainment to recover from financial losses and assess the effect of these solutions on the company's financial condition. In addition, this research aims to measure the magnitude of losses experienced by YG Entertainment and the extent of financial recovery after implementing the strategy. Next, this research explores the importance of brand image in influencing the financial condition of entertainment companies. The research findings serve as a source of knowledge for readers who want to understand real cases of how companies overcome crises and their sequential impacts. For the author, this research contributes to knowledge and learning in exploring the dynamics of the entertainment industry which is full of challenges. Further research explored the problems faced by YG Entertainment in 2019, with scandals involving prominent artists. The impact of this problems on the company's share value and market capitalization is discussed, showing the seriousness of the challenges faced by the entertainment giant. YG Entertainment's solution involves the debut of a new boy band, re-planning the presence of artists who have been absent for a long time, and renewing contracts. Research shows that this strategy produces a positive response.Overall, this research provides valuable insight into the dynamic relationship between brand image, financial condition, and crisis management in the entertainment industry, using YG Entertainment as a case study.

Kajian Sosiologis Pungutan Tapera Terhadap Buruh

Siswahyudi Siswahyudi — 2024-09-30

This article examines the impact of the Public Housing Savings Program (Tapera) on Indonesian workers from both legal and social perspectives. The program mandates a 3% salary deduction, shared between employees and employers. However, the policy has faced significant criticism for increasing financial burdens on workers, particularly during challenging economic conditions. The study employs a normative legal approach to analyze relevant regulations and assess the social impact of its implementation. The findings indicate that, while Tapera aims to improve workers' access to housing, it imposes additional financial strains. Furthermore, the lack of worker participation in the policy-making process exacerbates dissatisfaction. To address these issues, it is recommended that the government review the Tapera policy with active involvement from workers and labor unions. Alternative funding mechanisms, such as subsidies from the state budget or lighter installment schemes, should also be considered. A more inclusive and equitable approach could not only enhance the program's effectiveness but also foster stronger relationships between workers, the government, and employers, thereby achieving a better balance in its implementation.

Opportunities to Increase Halal SMEs Income: Evidence from Muslim Minority Area

Agni Alam Awirya — 2024-09-30

The growth of halal products and businesses in areas with minority Muslim populations, such as Papua, Indonesia, presents both distinct challenges and opportunities. This study examines the development of Halal-certified Small and Medium Enterprises (SMEs) in Papua, a region with a minority Muslim population. Using primary data from 33 Halal-certified SMEs in Jayapura, the research investigates the factors that affect income growth following Halal certification. Data were collected using non-probabilistic sampling and analyzed through descriptive statistics and logistic regression. The results show that entrepreneurial age and business tenure positively impact income growth, emphasizing the value of experience. However, market orientation (targeting markets outside Jayapura) has a negative effect, likely due to logistical challenges. Surprisingly, entrepreneurial education does not significantly influence income generation, suggesting that local knowledge and experience play a larger role. The study recommends that Halal SMEs focus on enhancing workforce management, confidence, and marketing strategies to improve competitiveness and market expansion. These findings offer valuable insights for fostering the growth of Halal-certified SMEs in minority regions and supporting sustainable economic development in Papua.

Analisis Efektivitas Strategi Pemasaran Kontroversial Pada Brand Porteegoods

Reva Novianti — 2024-09-30

In the digital era, social media demonstrates significant potential as a platform for digital marketing. However, consumers are becoming increasingly critical of marketing content, challenging businesses to create innovative and engaging content. In the competitive fashion industry, controversial marketing strategies have emerged as a way to attract consumer attention. Porteegoods, a local shoe brand, has built a reputation for unique and controversial marketing. Porteegoods faces allegations of design plagiarism, coupled with a unique and provocative marketing strategy on social media. This research employs a descriptive qualitative method supported by library research and basic observations from social media to describe the effectiveness of Porteegoods' marketing communication. The aim of this research is to analyze the effectiveness of Porteegoods' controversial marketing strategy on social media. The results of this study indicate that the controversial marketing communication strategy implemented by Porteegoods can be considered effective in attracting attention, building brand awareness, and even increasing sales for Porteegoods. However, the communication process is still considered less effective due to the presence of noise

The Effect of Experiential Brand Activation Through Vidio's "Roaring Night" Event on Customer Trust

Muhammad Al Faaiz — 2024-09-30

The growth of Over-The-Top (OTT) services has led to a cultural shift towards streaming, which has been accompanied by a rise in content piracy. As the official broadcaster for the English Premier League in Indonesia, Vidio encounters significant challenges from piracy that undermine customer trust and loyalty. Declines in customer trust can lead to increased customer attrition and reduced loyalty. To address these issues and rebuild customer trust, Vidio implemented an Experiential Brand Activation strategy through the "Roaring Night" event. This study investigates how Experiential Brand Activation affects customer trust using a quantitative research method, surveying 400 members from 11 English Premier League fan communities in Jakarta. The findings show a positive link between Experiential Brand Activation and customer trust. However, the correlation analysis reveals a weak but statistically significant relationship (coefficient 0.180, p = 0.000), with Experiential Brand Activation accounting for only 3.2% of the variance in customer trust. This indicates that other factors also play a role. Future research should use qualitative methods to explore these additional factors, including customer engagement, celebrity endorsements, and loyalty. This study provides valuable insights for OTT marketing strategies, highlighting the importance of a holistic approach to enhancing long-term consumer trust and loyalty.

Studi ini memberikan wawasan berharga untuk strategi pemasaran OTT, menyoroti pentingnya pendekatan holistik untuk meningkatkan kepercayaan dan loyalitas konsumen jangka panjang.

Letter of Apology and Notice of Retraction

Fajar Andrianto — 2024-09-30

Editorial Page and Table of Content

Muhamad Nanang Suprayogi — 2024-10-02