INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) is a scientific journal that publishes articles in the Business field includes conceptual ideas in the fields of Economics, Accounting, Management, business. The scopes are Human Resource Management, Marketing Management, Financial Management, Production/Operational Management, Strategic Management, Islamic Business Management, Halal Industry Management, Hajj and Umro Management, Zakat and Waqf/ Islamic Philanthropy Management, Tourism Management, Banking Management, Industrial Management, Agribusiness Management, Business Administration. Journal Name : INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Abbreviation : INJOLE ISSN : 3026-0221 (online) Publication Frequently : monthly Chief of Editor : Profesor Madya Dr Hadenan Towpek Publisher : Adisam Publisher
DETERMINANTS OF GENERATION Z’S INTEREST IN CHOOSING A CAREER IN THE FORMAL SECTOR (A Study in Denpasar City)
The formal sector is an important pillar of national economic stability as it offers a structured work system, legal certainty, and social protection. However, in the digital era, the career preferences of young generations have begun to shift, creating an urgency to understand the reasons why Generation Z continues to consider the formal sector amid the rapid growth of informal sector employment. This study aims to analyze the determinants of Generation Z’s interest in Denpasar City in choosing a career in the formal sector by examining the effect of education level (X1), socioeconomic status (X2), and income (X3). The urgency of this study lies in the importance of mapping young labor force expectations to support more effective and sustainable employment absorption policies. This study employs a quantitative approach with data collected through questionnaires from 100 Generation Z respondents in Denpasar City using a purposive sampling technique. The data analysis method used is multiple linear regression analysis to test the effect of variables partially and simultaneously. The results show that simultaneously, education level, socioeconomic status, and income have a significant effect on Generation Z’s interest in choosing a career in the formal sector. Partially, all three variables also have a positive and significant effect. Income is the most dominant factor, emphasizing that financial security is the primary motivator for Generation Z, which is known for being realistic in future planning. These findings imply that academic qualifications and financial expectations constitute Generation Z’s strategic foundation in choosing a professional career path. The government must ensure equitable access to formal employment through inclusive policies.
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THE INFLUENCE OF TOURISM VARIABLES ON REGIONAL ORIGINAL INCOME IN DISTRICTS/CITIES OF EAST NUSA TENGGARA PROVINCE (NTT)
East Nusa Tenggara Province is a fairly well-known tourist destination. Tourism is an important sector in regional economic development in East Nusa Tenggara (NTT) Province. NTT's various natural, cultural and special interest tourism potentials are highlighted as attractions for tourists. However, even though this potential is large, there are disparities in development between regions in NTT. Some regions have experienced a significant increase in regional economic contribution, while other regions still need to evaluate economic development strategies. With the increase in the number of hotel rooms and restaurants which are not only a place to stay but also as a driver of development and regional income generation. The aim of this research was to evaluate the influence of several tourism variables such as the number of tourist attractions, number of hotel rooms and number of restaurants on Regional Original Income (PAD) in NTT. This research design uses a quantitative approach in associative form. The data collection method is by non-behavioral observation and the number of observations is 176. The types of data used are qualitative data and quantitative data. The data source used in this research is secondary data. This research uses a panel data analysis method. The research results found that the number of tourist attractions, the number of hotel rooms and the number of restaurants simultaneously had a significant effect on Regional Original Income (PAD) in the Regencies/Cities of NTT Province. The number of tourist attractions partially has a positive and significant effect on Original Regional Income (PAD) in the Regencies/Cities of NTT Province. The number of hotel rooms partially has a positive and significant effect on Regional Original Income (PAD) in the Regencies/Cities of NTT Province. The number of restaurants partially has no effect on Regional Original Income (PAD) in Districts/Cities of NTT Province.
TRANSVERSAL TECHNOLOGY AS A KEY IDEA FOR FUTURE GLOBAL ECONOMIC GROWTH
Transversal technologies play a vital role as a key driver in future global economic growth. In this context, technology not only functions as a tool, but also as a driving force that significantly changes the economic and business paradigm. Innovation in this sector, driven by technology, can improve people's welfare and strengthen the cultural identity of the nation. Transversal technologies are important forces behind innovation and development, and in the years to come, their significance is only predicted to increase. These technologies will probably have a significant impact on how many industries and society as a whole develop in the future as they continue to progress. Transversal technologies have the ability to address some of the major issues facing humanity in addition to spurring innovation and economic progress. Transversal technologies not only serve to improve efficiency and productivity, but also act as key drivers in creating new opportunities and driving inclusive and sustainable economic growth. Collaboration between stakeholders, including governments and the private sector, is essential to harness this potential and address future challenges.
THE ROLE OF INTERNATIONAL TRADE ORGANIZATIONS IN ENHANCING COOPERATION AND FREE TRADE BETWEEN COUNTRIES
The International Trade Organization (ITO) plays a crucial role in enhancing economic cooperation and strengthening free trade between countries. Organizations such as the World Trade Organization (WTO), the International Monetary Fund (IMF), and the World Bank act as facilitators in creating fair and transparent trade policies. The ITO plays a role in reducing trade barriers, such as tariffs and quotas, and resolving trade disputes that can hamper global economic growth. In addition, this organization also helps developing countries increase their trade capacity through technical and financial assistance. With the role of the ITO, countries can more easily access international markets, increase product competitiveness, and strengthen global economic stability. Therefore, cooperation in the ITO is the main key to realizing sustainable and equitable free trade for all parties.
THE ROLE OF FOREIGN INVESTMENT IN IMPROVING THE LOCAL ECONOMY: CASE STUDIES IN SOUTHEAST ASIA
Foreign direct investment (FDI) has been recognized as an important catalyst in advancing the economies of developing countries, especially in the Southeast Asia region. This research aims to analyze the impact that foreign investment has on the local economy in Southeast Asia, with a focus on economic growth, job creation, technology transfer, and development of key sectors. The research results show that foreign investment has a significant role in accelerating the economic development process, through various channels such as increasing employment opportunities, improving the quality of human resources, as well as technological innovation and infrastructure development. Foreign investment also plays a role in the economic integration of Southeast Asian countries into the global economy, enabling access to wider export markets and supporting the country in facing international competition. However, this research also identifies several challenges, including regional disparities in attracting FDI, the risk of a race to the bottom due to competition in providing incentives to investors, and the need for improvements in aspects of governance and transparency to ensure that foreign investment has an inclusive and sustainable positive impact for the local economy.
THE ROLE OF BLOCKCHAIN IN INITIATING DIGITAL ACCOUNTING TRANSFORMATION
Blockchain has an important role in initiating digital accounting transformation. In the digital era, technology has changed many aspects of life, including the world of financial accounting. The role of blockchain in the transformation of financial accounting is very significant. By adopting the latest trends such as cloud accounting, artificial intelligence, and blockchain, companies can gain a competitive advantage. The impact includes increased accuracy, operational efficiency and data security. The use of blockchain in accounting applications is very promising, from simplifying regulatory compliance to improving commonly used double entry bookkeeping. The benefits of blockchain in accounting also include its ability to transparently track the use of supply chain funds, eliminate costs resulting from transactions between bank accounts, and increase security and transparency in accounting information systems. Thus, blockchain provides an opportunity to increase security, transparency and efficiency in accounting information systems, as well as reshape traditional accounting practices in the growing discourse on technology- based transformation in accounting. So, overall, blockchain has a significant role in initiating digital accounting transformation by contributing to increasing security, transparency and efficiency in accounting information systems.
THE INFLUENCE OF VIDEO MARKETING CONTENT STRATEGY ON YOUTUBE ON CONSUMER LAYALTY TO FASHION BRANDS
The development of digital technology has changed the way fashion brands interact with their consumers, one of which is through video marketing on YouTube. Video marketing content strategy not only functions as a promotional tool, but also as a medium for building brand awareness, increasing engagement, and strengthening consumer loyalty. This research aims to analyze the influence of video marketing content strategies on YouTube on consumer loyalty to fashion brands through a literature review approach. This research uses a descriptive- analytical method by collecting and analyzing various academic sources, such as scientific journals, books, industry reports, and digital marketing articles. The study results show that factors such as strong storytelling, high visual quality, interactive engagement with the audience, and consistency in content presentation have a significant impact on customer loyalty. Additionally, collaboration with influencers and leveraging analytics to measure content effectiveness also contributes to improving long-term relationships between brands and consumers. The implications of this research indicate that fashion brands need to optimize their video content strategy by considering these factors in order to maintain and increase customer loyalty. With the increasing consumption of digital content, video marketing on YouTube has become an effective and relevant strategy in building emotional connections with consumers and strengthening brand positions in the competitive fashion industry.
THE INFLUENCE OF MONETARY POLICY ON CORPORATE FINANCIAL PLANNING IN INDONESIA
Monetary policy plays an important role in a country's economy, including in corporate financial planning. This study aims to analyze the effect of monetary policy, as measured by instruments such as interest rates, inflation, and money supply, on corporate financial strategies in Indonesia. The research method used is a quantitative approach with secondary data analysis from corporate financial reports and macroeconomic indicators issued by Bank Indonesia. The results of the study indicate that changes in interest rates and inflation rates have a significant impact on investment decisions, capital structure, and corporate liquidity management. Monetary policy uncertainty can also increase the financial risks faced by companies in the long term. The implications of these findings indicate the importance of adapting corporate financial strategies to the dynamics of monetary policy in order to ensure sustainable business stability and growth.
THE IMPACT OF THE DIGITAL ECONOMY ON TAX POLICY IN INDONESIA
The development of the digital economy has had a significant impact on taxation policy in Indonesia. Changes in business models, especially through e-commerce and digital financial transactions, pose new challenges for traditional taxation systems, which tend to be less relevant. To deal with these changes, the Indonesian government needs to develop effective regulations to accommodate the dynamics of the digital economy and ensure tax compliance from domestic and international businesses. Initiatives such as the imposition of Value Added Tax (VAT) on digital products and services from foreign companies are one of the concrete steps that are expected to increase state revenue and create tax justice. In addition, strengthening information technology infrastructure and a transparent and efficient tax administration system, as well as educating the public about tax compliance, are important factors that support taxation policies in a sustainable digital economy.
THE IMPACT OF HIGH BUSINESS RENTAL PRICES ON PRODUCT SELLING PRICES
This literature research focuses on the impact of high business premises rental prices on product selling prices, a critical issue that influences business dynamics and consumer behavior. With rental costs rising, many businesses face the dilemma of maintaining profit margins without offloading additional costs to consumers. This research uses a literature review method to explore how rising rental prices affect pricing decisions by businesses, as well as consumer responses to these price changes. This research reveals that rising rental prices often force businesses to adjust selling prices, which can influence consumer purchasing behavior. Furthermore, this study highlights business strategies in managing high rental costs, including operational optimization and adoption of e-commerce business models to reduce dependence on physical locations. The research also discusses the long- term implications of rising rental prices on business sustainability and customer loyalty, and offers recommendations to stakeholders on how to navigate this challenge effectively. It is hoped that the results of this research can help businesses formulate responsive and innovative pricing strategies, as well as increase understanding of the dynamics of rental prices and their impact on the business ecosystem as a whole.
THE IMPACT OF DIGITALIZATION ON THE GROWTH OF MSMES IN THE MODERN ECONOMY
Digitalization has become the main catalyst in spurring the growth of Micro, Small and Medium Enterprises (MSMEs) in the modern economic era. This literature research examines the various impacts that digitalization has on the growth of MSMEs. Among other things, digitalization significantly increases operational efficiency through automation of business processes such as inventory management, accounting and customer service. In addition, digital technology opens up MSME access to a wider market through e-commerce and digital marketing platforms, enabling them to reach global customers and increase sales. Digitalization also plays an important role in improving the quality of customer service through personalization of service and more effective communication. Customer Relationship Management (CRM) tools and data analytics help MSMEs understand customer needs and develop better service strategies. Fintech and crowdfunding platforms offer more accessible alternative financing options, supporting the expansion and growth of MSME businesses. Product and service innovation is driven by digital technology, enabling MSMEs to remain competitive and responsive to changing market needs. Additionally, digital platforms facilitate collaboration and networking, supporting a more efficient exchange of knowledge and resources. Overall, digitalization not only accelerates the growth of MSMEs but also strengthens the economy as a whole by opening up new opportunities and optimizing existing potential.
THE IMPACT OF APPLYING BIG DATA TECHNOLOGY IN DIGITAL BUSINESS MANAGEMENT
Big data plays a role in controlling the reputation of your online business. The tools in big data can carry out sentiment analysis, so business people will be able to see how much feedback there is about who has given the company a response. The final role is that big data will be able to understand customers well. Big data will be able to find out what customers want and provide the best service to them. Big Data-based implementation involves selecting and using appropriate Big Data technologies and platforms, such as distributed storage and processing systems, advanced data analysis algorithms, data visualization techniques, and machine learning methods. By effectively leveraging big data, companies can improve their understanding of consumers, design more effective marketing strategies, and provide a more personalized shopping experience. By leveraging Big Data technology and infrastructure, organizations can collect, manage and analyze data on a large scale. This enables them to identify new patterns, relationships and insights that support strategic decision making, development of customer understanding and optimization of business processes.
THE IMPACT OF AGILE AND ADAPTIVE BANKING TECHNOLOGY TRENDS IN SUPPORTING DIGITAL TRANSFORMATION FOR FINANCIAL COMPANIES
Digital transformation has become a necessity for financial companies to remain competitive in the modern era. Agile and adaptive banking technology trends play a crucial role in this process, enabling financial companies to respond to market changes more quickly and efficiently. Agile technologies, such as artificial intelligence, big data, and cloud computing, support process automation, reduce operational costs, and increase efficiency and speed of service. In addition, technological adaptation allows the development of more innovative products and services, in line with evolving customer needs. The application of advanced technologies also improves data and transaction security, reduces the risk of fraud, and ensures compliance with applicable regulations. The impact and implications of agile and adaptive banking technology trends in supporting digital transformation are broad and profound. Financial companies that successfully utilize these technologies will be able to increase efficiency, improve customer experience, reduce risk, and maintain their competitiveness in an increasingly digital and connected market. This study summarizes the positive impacts of implementing modern banking technologies in supporting digital transformation for financial companies, while also underlining the importance of innovation and adaptability in this dynamic industry.
THE EFFECT OF WORKING CAPITAL MANAGEMENT ON PROFITABILITY IN MANUFACTURING COMPANIES LISTED ON THE INDONESIAN STOCK EXCHANGE
This research aims to analyze the effect of working capital management on profitability in manufacturing companies listed on the Indonesia Stock Exchange. Optimal working capital is one of the key factors to achieve a balance between liquidity and profitability. This research includes an analysis of the main components of working capital, namely accounts receivable, inventory and accounts payable, as well as how each component contributes to increasing or decreasing company profitability. Through a literature review, data from manufacturing company financial reports during a certain period was taken and analyzed using the linear regression method. The results of the analysis show that efficient management of accounts receivable, inventory optimization and good debt management significantly increase the company's profitability. In addition, it was found that companies that are able to adjust working capital policies in accordance with market dynamics tend to have more stable and profitable financial performance. These findings emphasize the importance of strategic working capital management in achieving company financial goals. Effective working capital management not only increases profit margins but also strengthens a company's competitive position in the manufacturing industry. Therefore, companies must continue to implement adaptive policies and adopt advanced technology to improve operational efficiency in managing working capital.
THE EFFECT OF WORK DISCIPLINE ON EMPLOYEE PERFORMANCE OF THE OFFICE OF THE REGIONAL LIBRARY AND ARCHIVES OF GOWA REGENCY
The purpose of this study was to determine how much influence work discipline has on the performance of employees of the Regional Library and Archives Office of Gowa Regency. The population of this study were all employees of the Regional Library and Archives Office of Gowa Regency. While the sampling method used is the slovin method, so that the number of samples is determined as many as 30 people. To obtain the required data, the data collection methods used are observation, questionnaires and interviews. While the analysis method used is quantitative descriptive analysis, simple regression analysis and hypothesis testing. Based on the results of the research analysis on the effect of work discipline on employee performance at the Office of the Regional Library and Archives of Gowa Regency, this can be seen from the t test which shows that there is a positive effect of work discipline on the performance of employees of the regional library and archives office of Gowa Regency at 0.003 <0.005 and the value of T Count. 0.005 and the T Count value of 3.325> the T Table value of 2.052, the t test shows that there is a positive effect of work discipline on employee performance at the library and archives office of the Gowa Regency area of 0.000 <0.05 and the T Count value of 4.963> the T Table value of 2.052. Sadangakan from the results of the coefficient of determination (R2). Based on the results of the above analysis, it shows that performance and work discipline are able to explain the achievement variable, amounting to 53.9% while the rest can be explained by other variables not examined.
THE FUTURE WITH ARTIFICIAL INTELLIGENCE: A LITERATURE REVIEW ON THE POTENTIAL AND CHALLENGES OF AUTOMATION
The development of Artificial Intelligence (AI) has created both hope and concern about the future. On the one hand, AI has the potential to increase productivity, efficiency, and innovation in various sectors. On the other hand, AI-induced automation can also threaten the existence of human jobs, especially for routine and structured jobs. This article presents a literature review on the potentials and challenges of a future with AI. The literature review shows that to optimise the potential of AI, a comprehensive and proactive strategy is required. These include investments in education and training for new skills, policies that support workforce transition, strong regulatory frameworks to maintain security and privacy, and efforts to address bias and discrimination in AI systems. Close collaboration between humans and machines is also essential to maximise the added value that can be generated. With the right approach, the potential of AI can be harnessed to advance human well-being and provide solutions to global challenges. However, awareness and collective action from various stakeholders are needed for a fair and sustainable future transformation with AI.
THE EFFECT OF WORK-LIFE BALANCE IMPLEMENTATION ONPRODUCTIVITY AND EMPLOYEE RETENTION IN START-UP COMPANIES
This study aims to analyse the effect of work-life balance implementation on employee productivity and retention in start-up companies. The background of this study is based on the high dynamics and work pressure in start-up environments, which often affect the work-life balance of employees and result in high turnover rates. The research method used is a literature review by examining various scientific sources, journals, and research reports related to work-life balance, productivity, and employee retention in start-up companies. The results of the study indicate that the implementation of work- life balance, such as flexible working hours and hybrid work systems, has a positive and significant effect on increasing employee productivity. In addition, work-life balance has also been proven to increase employee retention by reducing turnover intentions and increasing loyalty to the company. This study recommends that start-up companies continue to develop policies and programmes that support work-life balance in order to create a healthy, productive, and sustainable work environment.
THE IMPLEMENTATION OF GOVERNANCE AT THE GUNUNG GAMBIR RUBBER PLANTATION, PTPN NUSANTARA 1 REGIONAL 5: AN ISLAMIC PERSPECTIVE OF KALIGLAGAH VILLAGE, SUMBERBARU DISTRICT, JEMBER REGENCY
The purpose of this study is aligned with its research focus, which includes: 1) To describe the implementation of governance through transparency at the Gunung Gambir rubber plantation of PTPN Nusantara 1 Regional 5 in Kaliglagah Village, Sumberbaru District, Jember Regency. 2) To describe the implementation of governance through accountability at the same plantation. 3) To describe the implementation of governance through responsibility at the Gunung Gambir rubber plantation. 4) To describe the implementation of governance through fairness at the plantation. 5) To describe the implementation of governance through sustainability at the Gunung Gambir rubber plantation. 6) To describe governance from an Islamic perspective at the Gunung Gambir rubber plantation. This research uses a qualitative approach to generate descriptive data through written or spoken words, focusing on observable behavior and a holistic understanding of individuals and their environments. The study aims to construct and comprehend social realities through direct interaction with subjects, grounding theories in contextual and historical settings. Field research is employed, with data collected via non-participatory observation and semi-structured interviews at the Gunung Gambir rubber plantation in Kaliglagah Village, Jember Regency, managed by PTPN Nusantara. The study examines governance from an Islamic perspective, emphasizing transparency, accountability, responsibility, fairness, and sustainability. The Gunung Gambir Rubber Plantation applies transparent governance, emphasizing openness, accountability, and fairness in its operations. By adhering to Good Corporate Governance (GCG), it builds stakeholder trust through accurate reports, public Annual General Meetings (AGMs), and clear communication. Despite challenges, the plantation integrates responsible governance practices such as sustainability, stakeholder involvement, and Islamic values like honesty, trustworthiness, and effective communication. Recommendations for improvement include fostering transparency through an ESG team, ensuring accountability with structured reporting and third-party audits, and adopting sustainable practices. This approach enhances the company's reputation, strengthens local partnerships, and supports long-term growth and community welfare.
THE INFLUENCE OF RICE PRODUCTION, INTERNATIONAL RICE PRICES, POPULATION, AND GROSS DOMESTIC PRODUCT (GDP) ON INDONESIA'S RICE IMPORTS
Trade plays a crucial role in a country's economic activities. The intensity of a country's trade activities serves as an indicator of its people's prosperity and as a benchmark for its economic level. Through trade, a country can establish diplomatic relations with neighboring countries. Indonesia's import activities are part of the government's policy in the field of international trade. The discrepancy between production levels and societal demand is one of the primary reasons for implementing an import trade policy. This study aims to analyze the influence of rice production, international rice prices, population, and GDP on rice imports in Indonesia from 1993 to 2023. This research employs a quantitative approach using time-series data spanning 31 years. The data used in this study is secondary time-series data analyzed through multiple linear regression (OLS) and the Error Correction Model (ECM). The Vector Error Correction Model (VECM) method is applied because the data is stationary at the first difference level and exhibits cointegration. The findings indicate that, based on ECM estimates, all variables under study tend to move toward equilibrium (cointegrated) in the long run. In both the short and long term, rice production, international rice prices, population, and GDP collectively influence rice imports in Indonesia. However, in the short term, these variables do not significantly affect rice imports. The long-term partial estimation results show that rice production and international rice prices have a statistically significant positive effect on Indonesia's rice imports. Meanwhile, population has a positive but statistically insignificant effect, and GDP has a negative but statistically insignificant effect on Indonesia's rice imports from 1993 to 2023.
SUCCESSFUL ENTREPRENEURS THROUGH EFFECTIVE COMMUNICATION STRATEGIES IN BUSINESS
Success in the world of entrepreneurship is often determined not only by the quality of the product or service offered, but also by an entrepreneur's ability to implement effective communication strategies. The right communication strategy plays an important role in building good relationships with consumers, business partners and all stakeholders. This article examines in depth how effective communication strategies can support the success of an entrepreneur in developing his business. Using the literature study method, this article reviews the basic theories and concepts of business communication, analyzes communication strategies in various business contexts, and the benefits of effective communication in building reputation and business competitiveness. The study results show that entrepreneurs who are able to manage communications strategically have greater potential to achieve success in business.
THE INFLUENCE OF EDUCATION, POPULATION GROWTH, UNEMPLOYMENT, AND INCOME INEQUALITY ON THE PERCENTAGE OF POOR POPULATION IN REGENCIES/CITIES IN PAPUA PROVINCE
Poverty is a multidimensional issue in development, as addressing it involves challenges that go beyond the causal relationships underlying poverty. It also entails considerations of preferences, values, and politics. This study aims to analyze the simultaneous and partial effects of education, population growth, unemployment, and income inequality on the percentage of the poor population in Papua Province. The data used in this research is secondary data from 2017 to 2021, covering 29 regencies/cities in Papua Province. The data analysis technique employs panel data regression using the Eviews 12 software. The results of the study show that education, population growth, unemployment, and income inequality simultaneously influence the percentage of the poor population in regencies/cities in Papua Province. Furthermore, it is found that, partially, the variables of education, population growth, and unemployment have a negative and significant effect, while the income inequality variable has a positive and significant effect on the percentage of the poor population in the regencies/cities of Papua Province.
SOCIAL AND ECONOMIC INEQUALITY IN A GLOBAL PERSPECTIVE: A LITERATURE REVIEW OF POLICIES AND INTERVENTIONS
Social and economic inequality is a global issue that has a significant impact on many aspects of life, including health, education and economic stability. This research aims to review the literature on policies and interventions implemented around the world to address this inequality. The literature review shows that inequality is often caused by unfair economic policies, unequal income distribution, and limited access to fundamental services such as education and health. In addition, neoliberal policies and the effects of globalisation have exacerbated economic inequality between developed and developing countries. Various strategies have been implemented to reduce inequality, such as income redistribution through progressive taxation, social assistance programmes, and improved access to education and health services. The findings of this study emphasise the importance of a multidimensional approach and cross-sectoral cooperation in designing and implementing effective policies to reduce social and economic inequality globally.
SELLING IN SECONDS: A PHENOMENOLOGICAL EXPLORATION OF SHORT VIDEO MARKETING ON INSTAGRAM REELS IN ENTREPRENEURIAL VENTURES
The growing prominence of short video content in digital marketing highlights its potential as a powerful tool for entrepreneurial ventures to engage audiences and drive business outcomes. However, limited research explores how entrepreneurs navigate the unique affordances of platforms like Instagram Reels, particularly in resource-constrained environments. This study aims to investigate the role of short video marketing in entrepreneurial ventures by employing a qualitative phenomenological approach. Data were collected through in-depth interviews with entrepreneurs and analysed thematically to uncover key insights. The findings reveal three dominant themes: creativity and storytelling, strategic resource allocation, and audience engagement dynamics. Entrepreneurs utilized platform-specific features, such as algorithmic amplification and built-in editing tools, to craft compelling narratives and maximize marketing impact. Despite challenges such as algorithm variability, short videos emerged as cost-effective, accessible tools for enhancing brand visibility and consumer interaction. These results contribute to the theoretical discourse on platform affordances and entrepreneurial marketing while providing practical strategies for entrepreneurs to optimize their digital marketing efforts. The study underscores the need for future research on cross-platform dynamics, cultural variations, and the integration of emerging technologies. Implications for entrepreneurship training and policymaking highlight the critical role of short video marketing in shaping the future of digital entrepreneurship.
Denny Rakhmad Widi Ashari, Akhmad Rifa’I, Mohammad Basid Al Haris
PRIVATE SECTOR PARTICIPATION IN THE GREEN ECONOMY: A LITERATURE REVIEW ON BUSINESS SUSTAINABILITY
The green economy has become an increasingly important global issue in the last decade, with the private sector playing an increasingly significant role. This research aims to examine the impact of private sector participation in the green economy on business sustainability. Through a literature review, this study analyses how green practices adopted by companies can benefit operational sustainability, reputation, resilience, innovation, and the development of a sustainable business ecosystem. The results show that private sector participation in the green economy can improve operational efficiency, strengthen corporate reputation and attractiveness, and encourage innovation and development of more environmentally friendly products. In addition, collaboration with other stakeholders can also shape a more sustainable business ecosystem. Thus, private sector involvement in the green economy not only has a positive impact on the environment, but can also support business sustainability in the long run.
ANALYSIS OF THE INFLUENCE OF QUALITY OF WORK LIFE, TRANSFORMATIONAL LEADERSHIP AND EMPLOYEE COMPETENCE ON EMPLOYEE PERFORMANCE THROUGH EMPLOYEE WELL BEING CASE STUDY AT PT. PLAZA AUTO RAYA
In the Company, Human Resources are needed to meet the Company's success goals, because Human Resources (Human Resources) is one of the valuable assets that are able to overcome various problems as part of the work in supporting the company's activities. In the world of work, HR (Human Resources) must have effective and efficient performance to get results from work performance so that the company must be able to manage human resources well and maintain the performance of its best employees who have high competence towards the company. Employee performance itself can affect factors including superior leadership style, relationships between employees, and quality of work life. The author's goal is to find out the influences: Quality of Work Life, Transformational Leadership and Competence on Employee Performance Through Employee Wellbeing Case Study on PT. Plaza Auto Raya. The sample taken was 100 people. The data analysis technique uses the Structural Equation Modeling method with the results of this study (1) There is a positive influence of Quality of Work Life on Employee Performance, (2) There is no positive influence of Transformational Leadership on Employee Performance, (3) There is a positive influence of Employee Competence on Employee Performance, (4) There is a positive influence of Employee Well-Being on Employee Performance, (5) There is no positive influence of Quality of Work Life on Employee Well-Being, (6) There is no positive influence of Transformational Leadership on Employee Well- Being, (7) There is a positive influence of Employee Competence on Employee Well- Being.
Ida Aju Brahmasari, Ida Aju Brahma Ratih
THE ROLE OF BRAND AWARENESS IN MEDIATING THE INFLUENCE OF KEY OPINION LEADERS (KOL) ON PURCHASE INTENTION FOR MUSTIKA RATU FACE MASK PRODUCTS (A STUDY ON TIKTOK USERS IN DENPASAR CITY)
This study aims to examine the role of brand awareness in mediating the influence of key opinion leaders (KOL) on purchasing intention in Mustika Ratu face mask products, focusing on TikTok users in Denpasar City. The number of respondents in this study was 107 people, who were selected using a non- probability sampling method with a purposive sampling technique through a questionnaire distributed via Google Form. The results of the study showed that key opinion leaders had a positive and significant effect on consumer purchasing intention. In addition, brand awareness also had a positive and significant effect on purchasing intention. This study also proves that brand awareness can mediate the influence of key opinion leaders on purchasing intention, so that the higher consumer awareness of the Mustika Ratu brand, the stronger the influence of KOL on purchasing intention of the product. The implications of this study indicate that companies can maximize the use of KOL in Mustika Ratu's marketing strategy, especially on social media platforms such as TikTok. In addition, increasing brand awareness is an important key in strengthening the effectiveness of KOL on consumer purchasing intention.
THE ROLE OF JOB SATISFACTION IN MEDIATING THE EFFECT OF COMPENSATION ON EMPLOYEE PERFORMANCE (A Study on Hotdoh Culinary Business in Denpasar)
Employee performance is essential to ensure employees are motivated to carry out their duties and achieve targets. Therefore, companies need to consider factors affecting performance, such as job satisfaction and compensation, so employees can improve their performance. This study aims to examine the role of job satisfaction in mediating the effect of compensation on performance. The research was conducted at Hotdoh Pisang Goreng in Denpasar. The study population consisted of 40 employees, using a saturated sampling method. Data collection was carried out through interviews and questionnaires. The analytical technique used was path analysis. The results showed that compensation has a positive and significant effect on performance. Compensation also has a positive and significant effect on job satisfaction. Additionally, job satisfaction has a positive and significant effect on performance. Job satisfaction significantly mediates the effect of compensation on performance. It is recommended that the management of Hotdoh Pisang Goreng improve performance by paying attention to compensation. Employee job satisfaction can be enhanced by providing fair wages to increase their performance.
THE ROLE OF ELECTRONIC WORD OF MOUTH (E-WOM) IN MODERATING THE INFLUENCE OF PRODUCT QUALITY ON CONSUMER PURCHASE DECISIONS (A STUDY ON CONSUMERS OF LUXCRIME BLUR & COVER TWO WAY CAKE PRODUCTS IN DENPASAR CITY)
Consumer purchase decisions for cosmetic products are influenced by various factors, including product quality and the impact of electronic word of mouth (e-WOM). In today's digital era, e-WOM has become one of the key elements shaping consumer perceptions of a product, especially in the highly competitive beauty industry. This study aims to examine and explain the role of e-WOM in moderating the influence of product quality on consumer purchase decisions. The research was conducted on consumers of Luxcrime Blur & Cover Two Way Cake in Denpasar City, with a sample size of 150 consumers obtained using a non-probability sampling method. Data collection was carried out by distributing questionnaires. The analytical technique employed was Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results of the analysis indicate that: Product quality has a positive and significant effect on consumer purchase decisions, e-WOM has a positive but not significant effect on consumer purchase decisions, and e-WOM moderates by strengthening the influence of product quality on consumer purchase decisions.
Putu Yudi Setiawan, I Gusti Ayu Ketut Giantari, I Nyoman Nurcaya
THE ROLE OF WORK DISCIPLINE IN MEDIATING THE EFFECT OF WORK MOTIVATION ON EMPLOYEE PERFORMANCE AT PT. XYZ
The role of work discipline in mediating the effect of work motivation on employee performance is crucial in a company. In the face of globalization and increasing competition, companies are required to understand and optimize these factors to enhance their performance and competitiveness. Therefore, this study aims to analyze the relationship between work motivation, work discipline, and employee performance. The research was conducted at PT. XYZ, with a sample of 71 employees determined using a saturated sampling technique. Data collection was carried out through interviews and questionnaire distribution. The data analysis technique used in this study was path analysis with SPSS. This study aims to analyze the mediating role of work discipline in the effect of work motivation on employee performance. The results show that work motivation and work discipline have a positive and significant effect on employee performance, work motivation has a positive and significant effect on work discipline, and work discipline partially mediates the effect of work motivation on employee performance. The theoretical implication of this study supports previous research findings, while the practical implication for PT. XYZ is to maintain employee performance, work motivation, and work discipline among its employees.