Bisman (Bisnis dan Manajemen): The Journal of Business and Management

Pengaruh Program Kemitraan dan Endorsement terhadap Efektivitas Digital Marketing: Peran Mediasi Kesadaran Merek pada UMKM

Elly Joenarni — 2024-11-29

This study aims to identify factors influencing the effectiveness of digital marketing among SMEs in Mojokerto City through a quantitative survey. The sample consists of 95 randomly selected SME owners from a population of 1,625, using the Henry King nomograph with a 5% margin of error. Data were collected through a questionnaire measuring partnership programs, celebrity endorsements, brand awareness, and digital marketing effectiveness, analyzed using PLS-SEM and Ordinary Least Squares (OLS). Key findings indicate that both partnership programs and celebrity endorsements significantly impact digital marketing effectiveness through increased brand awareness. Partnership programs directly enhance brand awareness, while endorsements positively influence brand perception. The analysis shows that brand awareness serves as a significant mediator linking partnership programs and endorsements with digital marketing effectiveness, supporting Keller’s (2001) brand equity theory, which positions brand awareness as the foundation of consumer-brand relationships. In a digital context, strategic collaborations with influencers and well-planned partnerships emerge as critical for effective marketing, suggesting the importance of a holistic strategy that integrates partnerships and endorsements. This research demonstrates that integrating partnership programs and endorsements into digital marketing strategies effectively enhances brand awareness, which, in turn, improves campaign effectiveness. Looking ahead, SMEs need to strategically engage with partners and celebrities aligned with their brand values to achieve maximum impact. The practical implications highlight the importance of establishing brand awareness as an initial step in digital strategies, while socially and ethically, this study emphasizes the necessity of transparency and authenticity in selecting endorsers and partners to avoid consumer manipulation.

Financial Knowledge, Financial Attitude, Self-Efficacy, Mathematical Anxiety and Financial Literacy

Latifah Putranti — 2024-12-26

Financial literacy is knowledge, skills, and beliefs that influence attitudes and behaviors to improve the quality of decision-making and financial management that not only knows and understands financial institutions but also community behavior that can be changed and enhanced regarding financial products and services. Financial literacy is needed to manage financial resources to achieve financial well-being successfully. This study aims to determine financial knowledge, attitudes, self-efficacy, and mathematical anxiety towards financial literacy. This study uses a quantitative method. The Population in this study consisted of all students in the Special Region of Yogyakarta. A sample of 100 respondents was selected based on specific criteria. The data collection technique for this study used a questionnaire. The study's results showed that financial knowledge, financial attitudes, and self-efficacy influenced financial literacy, while mathematical anxiety did not affect financial literacy.

Pengaruh Lingkungan Kerja, Pengawasan dan Kompensasi Terhadap Kinerja Pegawai dengan Disiplin Kerja Sebagai Variabel Intervening pada Pengadilan Agama di Lingkungan Provinsi Gorontalo

Moh. Rolli Paramata — 2024-12-26

The aim of this study is to analyze the effects of the work environment, supervision, and compensation on employee performance, with work discipline as an intervening variable, at the Religious Courts in Gorontalo Province. This research employed a census sampling method, involving 120 respondents, and used path analysis for data evaluation. The results of the path analysis show that the work environment can enhance performance through work discipline, whereas supervision does not have a significant indirect effect on performance through work discipline, indicating that work discipline does not mediate the relationship between supervision and employee performance. Conversely, compensation has a positive and significant effect on performance through work discipline, indicating that fair compensation, supported by high work discipline, can further improve employee performance. These findings emphasize the importance of creating a conducive work environment, providing fair compensation, and implementing effective supervision to enhance discipline and performance among employees in the Religious Courts of Gorontalo Province.