Jurnal Manajemen dan Bisnis Equilibrium

SENTIMENT ANALYSIS OF CUSTOMER SATISFACTION TOWARDS STEAK HUT MANYAR KERTOARJO RESTAURANT SERVICES USING THE TF-IDF METHOD

Rama Chikal Abimanyu, Istian Kriya Almanfaluti — Tue, 30 Sep 2025 15:53:24 +0000

On online shopping sites or often referred to as marketplaces, there is a column of comments and reviews of transactions that have been made by buyers for products that have been purchased. With this product assessment feature, buyers can consider decisions about the products they will buy. But at this time there is a problem with the review feature because many buyers give negative comments but give a five-star rating. This results in the feature of giving values from consumers being bad. For this reason, a sentiment analysis study was conducted on the review feature at the Steakhut Manyar restaurant using the naive Bayes method and the Tf-Idf algorithm. Based on the review of reviews at the Steakhut restaurant, 1000 review data have been collected which are divided into two, namely 700 training data and 300 test data. After that, the text preprocessing data stage is carried out, where the text preprocessing stage is collecting product and service review data on the web page (Cleaning data), changing uppercase letters to lowercase letters (Casefolding), separating sentences into single sentences (tokenizing), removing conjunctions that are not used for sentiment analysis (stopwords), changing words to basic words (stemming) and continuing to give weight to each word using the Tf-idf algorithm

KEPUTUSAN PEMBELIAN PRODUK NIKE OLEH GENERASI Z DITINJAU DARI PENGARUH INFLUENCER DAN CONTENT MARKETING

Marcello Dicaprio Putra Agung, Istian Kriya Almanfaluti, Mochamad Rizal Yulianto — Tue, 30 Sep 2025 16:12:33 +0000

Riset ini bertujuan untuk menilai bagaimana Generasi Z Sidoarjo melakukan pembelian produk Nike sebagai respon terhadap influencer dan content marketing. Pengambilan sampel menggunakan teknik nonprobability sampling, salah satu tekniknya adalah purposive sampling, digunakan dalam metodologi kuantitatif penelitian ini. Sampel penelitian ini terdiri dari 96 responden Generasi Z. Data dikumpulkan melalui survei daring. Untuk keperluan analisis data, digunakan metode regresi linier berganda yang diproses menggunakan SPSS. Temuan penelitian ini mengungkap bahwa baik strategi pemasaran konten maupun peran influencer memberikan dampak positif dan signifikan terhadap keputusan pembelian yang diambil oleh konsumen. Hal ini menyiratkan bahwa Generasi Z lebih mungkin membeli produk Nike jika influencer tersebut memiliki lebih banyak pengikut dan jika pendekatan content marketing dijalankan dengan baik. Konsekuensi dari temuan penelitian ini menyoroti betapa pentingnya bagi bisnis untuk meningkatkan kemitraan dengan influencer terkait dan meningkatkan kualitas content marketing mereka guna menumbuhkan loyalitas pelanggan dan menarik minat konsumen Generasi Z untuk melakukan pembelian.

OPTIMALISASI STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN BRAND AWARENESS BRI INSURANCE

Anton Topo Koentoro, Nyowan Dwika Ayu Amrita — Wed, 01 Oct 2025 03:09:43 +0000

Digital marketing strategy plays a crucial role in enhancing brand awareness, especially in the insurance industry, which faces unique challenges in building emotional relationships with consumers. As one of the leading insurance companies in Indonesia, BRI Insurance needs to optimize its digital marketing strategy to compete effectively in the digital landscape. This study aims to evaluate and analyze the most optimal digital marketing strategies for improving BRI Insurance's brand awareness. The research method used is a literature study based on 21 relevant scholarly articles published in the last five years. The results show that an integrated digital approach involving social media, content marketing, SEO, and influencer collaboration significantly increases brand awareness.

DIGITAL LITERACY AS A MODERATOR OF THE INFLUENCE OF INFLUENCER AND DIGITAL MARKETING ON CONSUMER PURCHASE DECISIONS IN THE HIJABQA FASHION BUSINESS

Renata Wijayanti — Wed, 01 Oct 2025 03:16:49 +0000

The purpose of this study is to investigate how customer purchasing decisions are impacted by digital and influencer marketing, as well as how digital literacy functions as a moderating factor in the HijabQA fashion industry. The research used a quantitative approach with purposive sampling involving 50 Shopee customers who met specific purchase criteria. The Structural Equation Modeling–Partial Least Square (SEM–PLS) method was used to evaluate the Likert-scale questionnaire that was disseminated online. The findings indicate that purchasing decisions are significantly impacted by influencer marketing, while digital marketing has no significant effect. Furthermore, the association between the two marketing methods and purchase decisions is not moderated by digital literacy. These findings indicate that consumer trust in influencers plays a stronger role in influencing buying behavior than traditional digital promotions. The implication is that fashion businesses like HijabQA should focus more on building strategic collaborations with relevant influencers as a more effective marketing approach.

THE MEDIATING ROLE OF ONLINE PAYMENT IN THE RELATIONSHIP BETWEEN TIKTOK PRODUCT REVIEWS AND PURCHASE DECISIONS ON E-COMMERCE PLATFORMS

Amanda Ridha Pradya Duhita — Wed, 01 Oct 2025 03:19:22 +0000

This study aims to examine the effect of product reviews on TikTok on consumer purchase decisions on the Tokopedia e-commerce platform, with online payment as a mediating variable. A quantitative approach was used by distributing a structured questionnaire to 100 purposively selected respondents in Surabaya who actively use TikTok and Tokopedia. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results show that product reviews have a positive influence on purchase decisions, both directly and through online payment. Online payment serves as a key factor that links consumer interest with actual purchasing behavior. The credibility of reviews and the ease of digital payment systems significantly strengthen purchasing decisions. These findings imply that e-commerce businesses and MSMEs should integrate social media content strategies with secure and convenient payment systems to increase conversions and enhance consumer experience.

THE NEXUS OF INTERNATIONAL MARKETING MANAGEMENT AND SUSTAINABLE TOURISM IN THE DIGITAL ERA: A BIBLIOMETRIC REVIEW

TJOKORDA GDE AGUNG WIJAYA KESUMA SURYAWAN — Wed, 01 Oct 2025 03:23:18 +0000

In an era defined by rapid technological advancements and growing sustainability concerns, understanding the intersection of international marketing and tourism is crucial. This bibliometric analysis comprehensively explores the evolving nexus of international marketing management, sustainable tourism, and digital technologies. Utilising a meticulously curated dataset of 398 peer-reviewed articles, this study maps the field's intellectual structure, identifies key thematic clusters, and illuminates emerging research frontiers. The review synthesises how digital tools, including immersive technologies and social media, strategically promote sustainable tourism and enhance visitor experiences, whilst addressing challenges like overtourism and cultural preservation. Findings reveal significant publication growth since 2012, reflecting robust multidisciplinary engagement. Four distinct clusters emerged: Digital Marketing Strategies for Sustainable Tourism; Immersive Technologies and Visitor Experience Enhancement; Sustainable Tourism Development and Management; and Museums as Hubs for Cultural Sustainability and Engagement. The analysis underscores the field’s interdisciplinary character, the centrality of value co-creation, and the growing emphasis on resilience and digital transformation. This study offers a structured, data-driven foundation for future scholarly inquiry and provides valuable insights to inform strategic decision-making within the dynamic global tourism industry.

ENVIRONMENTAL AND NON ENVIRONMENTAL ASPECTS INFLUENCE ON CARBON EMISSION DISCLOSURE IN COMPANIES LISTED ON IDX CARBON

Dolly Adolina Prameswari, Martdian Ratna Sari — Wed, 01 Oct 2025 03:36:58 +0000

This study aims to analyze the relationship between environmental aspects (environmental performance and sustainability committee) and non-environmental aspects (company age, profitability, and media exposure) with carbon emission disclosure in companies listed on the Indonesian Carbon Exchange (IDXCarbon). This research is a quantitative study and the data used in this study are secondary data from financial reports, annual reports, and sustainability reports over five years (2018-2022) listed on the Indonesian Carbon Exchange (IDXCarbon). The results of this study indicate that both environmental and non-environmental aspects have an influence on the spread of carbon emissions, with the greatest impact coming from the existence of a committee that is willing in the company and the existence of media exposure that encourages companies to carry out dissemination to have an impact on the company's reputation. The practical implications of the results of this study are that it is important for companies that have not yet made disclosures to disclose carbon emissions in their company performance information immediately. In addition, in disclosing carbon emissions, it is necessary to consider forming a sustainability committee within the company so that the company's strategy related to environmental issues can have a positive impact on the company. Research related to the closure of carbon emissions is still interesting to do, especially focusing on environmental aspects and non-environmental aspects that will affect the closure, moreover, this study will use companies listed on the Indonesian carbon exchange to be able to provide a comprehensive picture of companies that have made disclosures. This research is expected to provide practical contributions related to environmental and non-environmental aspects that can be considered and become a major concern for companies that have not disclosed carbon emissions.

FOSTERING SUSTAINABLE PRODUCT DEVELOPMENT: THE INTERPLAY OF GREEN INNOVATION, DYNAMIC CAPABILITIES, AND TECHNOLOGY IN SURABAYA FNB INDUSTRY

Septian Sony Utomo — Wed, 01 Oct 2025 03:44:30 +0000

This study investigates the direct effects of Green Product Innovation (GPI) and Green Dynamic Capabilities (GDC) on Green Product Development (GPD), and critically, examines the mediating role of Green Technology (GT) in these relationships within the Food and Beverage (FNB) industry in Surabaya, Indonesia. A quantitative research design was employed, with data collected from 362 FNB owners in Surabaya, Indonesia and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0. The methodology involved rigorous measurement and structural model evaluations, including comprehensive robustness tests, to ensure the stability and generalizability of the findings. The empirical findings consistently supported all seven hypothesized relationships across the original sample and robustness tests, underscoring its pivotal role in fostering sustainable product development. This research addresses a notable gap in the existing literature by empirically elucidating the precise mechanisms through which Green Product Innovation and Green Dynamic Capabilities translate into tangible Green Product Development, particularly by highlighting the crucial mechanistic role of Green Technology in an emerging economy context like Indonesia's FNB industry. This approach moves beyond mere direct correlations to explain the underlying pathways, thereby enriching the theoretical understanding of green innovation, dynamic capabilities, and sustainable product development.

PENGARUH PEMASARAN YANG MENIPU DAN BRAND HATE TERHADAP WORD OF MOUTH PADA USAHA LAUNDRY KILAT DI KOTA DENPASAR

Agus Purusa Dharma — Wed, 01 Oct 2025 03:47:16 +0000

Penelitian ini mencari dampak dari pemasaran yang menipu pada industri jasa laundry pakaian kilat di Kota Denpasar. Penelitian terdahulu menyatakan adanya dampak ke Brand Hate dan WOM dalam pemasaran yang menipu ini. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan menyebar kuesioner melalui Google Form kepada penduduk Kota Denpasar. Setelah data primer diolah melalui PLS-SEM maka menghasilkan bahwa H1 dan H2 diterima secara signifikan dengan nilai p value 0,000 pada H1 serta 0,016 pada H2. Sedangkan, H3 ditolak dengan nilai p value 0,060. Hal ini menandakan ada dampak dari pemasaran yang menipu terhadap Brand Hate dan Brand Hate terhadap WOM, namun tidak adanya dampak dari pemasaran yang menipu terhadap WOM. Untuk penelitian selanjutnya diperlukan waktu yang lebih lama serta ukuran sampel dengan area yang lebih besar

PENGARUH GREEN BRAND POSITIONING TERHADAP GREEN PURCHASE INTENTION DENGAN ATTITUDE TOWARD GREEN SEBAGAI MEDIASI

Muhammad Bhirawa Dwi Atma Citalada — Wed, 01 Oct 2025 03:51:44 +0000

Penelitian ini bertujuan untuk menganalisis pengaruh green brand positioning terhadap green purchase intention dengan attitude toward green sebagai variabel mediasi pada produk Love Beauty & Planet. Penelitian ini dilatar belakangi oleh semakin meningkatnya kesadaran konsumen terhadap isu lingkungan yang membuat pemasar untuk mengembangkan strategi green marketing guna memperkuat citra merek dan meningkatkan niat pembelian produk ramah lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner kepada 100 responden dengan metode random sampling. Data yang sudah didapatkan kemudian dianalisis menggunakan teknik Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) melalui aplikasi SmartPLS 3.0. Hasil penelitian menemukan bahwa green brand positioning berpengaruh signifikan terhadap attitude toward green dan green purchase intention. Attitude toward green juga berpengaruh terhadap green purchase intention, dimana variabel ini bersifat mediasi sebagian. Hal ini membuktikan bahwa green brand positioning berhasil meningkatkan green purchase intention dengan lebih positif dengan dimediasi oleh attitude toward green.

PENGARUH FOMO, VIRAL MARKETING, DAN HALAL CERTIFICATION TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION KONSUMEN MIE GACOAN JEPARA

Yoshi Dwi Triswati — Wed, 01 Oct 2025 03:54:10 +0000

Studi berikut diarahkan untuk menelaah bagaimana Fear of Missing Out (FoMO), viral marketing, serta sertifikasi halal memengaruhi keputusan pembelian konsumen Mie Gacoan Jepara dengan minat beli sebagai variabel mediasi. Pendekatan kuantitatif dipakai melalui metode deskriptif. Sejumlah 156 responden dipilih sebagai sampel dengan teknik purposive sampling, yakni konsumen yang tinggal di Kota Jepara serta sudah melaksanakan pembelian Mie Gacoan. Instrumen penelitian berupa kuesioner daring, sementara analisis data dilaksanakan dengan metode Partial Least Square–Structural Equation Modeling (PLS-SEM). Temuan yang didapat memperlihatkan bahwasanya FoMO serta viral marketing memberi dampak positif serta signifikan atas purchase intention, yang pada akhirnya meningkatkan keputusan pembelian. Walaupun demikian, FoMO tidak ditemukan berdampak langsung atas keputusan pembelian. Sebaliknya, sertifikasi halal terbukti memberi dampak secara langsung tanpa harus dimediasi oleh minat beli. Secara keseluruhan, temuan berikut menekankan perlunya strategi pemasaran digital yang mampu menumbuhkan rasa FoMO, memperkuat viralitas konten, serta meningkatkan kepercayaan melalui sertifikasi halal guna mendorong konsumen mengambil keputusan pembelian.

LEADERSHIP AS A MODERATOR: THE INFLUENCE OF SELF-EFFICACY AND BEHAVIORAL INTEGRITY ON INDIVIDUAL CREATIVITY

Wed, 01 Oct 2025 04:42:04 +0000

This study aims to analyze the influence self-efficacy, behavioral integrity, and leadership towards individual creativity on Small and Medium Enterprises (SMEs) in Bali. A quantitative approach was used through a survey of 474 respondents consisting of managers and employees, with analysis using Partial Least Square – Structural Equation Modeling (PLS-SEM). The results of the study show that self-efficacy, behavioral integrity, and leadership have a positive and significant influence on individual creativity. These findings confirm that employee self-confidence, consistent behavioral integrity, and good leadership practices can encourage increased creativity. However, the analysis also indicates that leadership does not act as a moderating variable in the relationship between self-efficacy and behavioral integrity with individual creativity, but rather has a direct influence on creativity. Theoretically, this research strengthens the perspective socio cognitive theory which explains creativity as the result of the interaction between personal and environmental factors. Practically, the implications of this research encourage SME leaders to strengthen leadership capacity, foster employee self-confidence, and uphold behavioral integrity as strategies to increase competitiveness through individual creativity.

THE EFFECT OF CUSTOMER TRUST AND SATISFACTION ON CUSTOMER LOYALTY AT BPR SANTI PALA IN BADUNG

Anak Agung Istri Paramita Dewi — Thu, 02 Oct 2025 04:25:58 +0000

A banking institution is greatly influenced by customer loyalty, where loyal customers will always be loyal to the products provided by the bank, therefore, to maintain customer loyalty, the bank must build customer trust and maintain customer satisfaction by providing services or providing products needed by customers. The purpose of this study was to determine the effect of customer trust and satisfaction on customer loyalty at BPR Santi Pala in Badung. The population in the study was 2,471 customers, which were then calculated using the Slovin formula so that the number of samples became 96 respondents. The questionnaire was used as a research instrument to collect data. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, determination analysis, simultaneous significance tests (F-test), and partial significance tests (t-test). The results of the study showed that simultaneously customer trust and satisfaction influenced customer loyalty. Partially, customer trust and satisfaction had a positive and significant effect on customer loyalty