JMB : Jurnal Manajemen dan Bisnis

Public awareness of environmental issues continues to increase, encouraging companies to implement sustainability-oriented marketing strategies. However, there is still a gap between the implementation of green marketing and the level of consumer understanding and interest in purchasing environmentally friendly products. This study aims to examine the influence of green marketing on purchase intention, with green brand image as a mediating variable, among The Body Shop consumers in Bandar Lampung. This study used a quantitative method with a causal design. A total of 180 respondents were selected through purposive sampling, then the data were analyzed using Partial Least Squares (PLS) with the help of SmartPLS software. The research findings show that green marketing has a positive and significant influence on both green brand image and purchase intention. Green brand image is also proven to have a positive influence on purchase intention and is able to mediate the relationship between green marketing and purchase intention. Overall, these results confirm that The Body Shop's environmentally conscious marketing efforts are able to build a strong green brand image, thereby increasing consumer trust and purchase intention.

Keyword: Green Marketing, Green Brand Image, Purchase Intention, The Body Shop

The development of social media, particularly TikTok, has driven change in digital marketing strategies through the utilization of Influencer marketing and Content Marketing. This study aims to analyze the influencer of influencer Marketing and Content Marketing on consumers' purchasing decisions on TikTok social media. The research method used is a quantitative approach with a survey design. Data were collected through Likert-scale questionnaires distributed online to 50 TikTok users, with the sampling technique determined using the Slovin formula. Data analysis was conducted using IBM SPSS Statistics 25, including validity tests, reliability tests, T-tests, F-tests, and coefficient of determination analysis. The results indicate that Influencer Marketing and Content Marketing have a significant effect on purchasing decisions. The coefficient of determination shows that both independent variables are able to Influence purchasing decisions by 89,7%, while the remaining percentage is Influenced by other variables outside this study. These findings suggest that marketing strategies through Influencer Marketing and Content Marketing on TikTok play an important role in encouraging consumers' purchasing decisions on TikTok social media

Digital transformation has presented new challenges in marketing communication strategies, especially in reaching Generation Z audiences who have very dynamic content consumption characteristics. This study explores the integration of publication time optimization with content personalization using a machine learning approach to increase engagement rates on social media platforms. Through a survey of 53 Gen Z respondents who are active users of TikTok, Instagram, and YouTube, data was collected using a structured questionnaire on the Likert scale to measure eleven digital behavior variables. Descriptive statistical analysis and multiple linear regression were used to identify engagement patterns, while Random Forest and Gradient Boosting algorithms were implemented to build an optimal post-time predictive model. The findings showed that the content personalization algorithm gained a very positive reception with a score of 4.26 on a scale of 5, while posting time correlated significantly with audience engagement rates. The Random Forest model achieved 84.7% accuracy in predicting engagement patterns with an accuracy of 87.2%. The integration of the two strategies resulted in a 2.3-fold increase in interaction compared to the single approach. The research provides concrete recommendations regarding the optimal hours of content publication for each platform as well as a data-driven personalization implementation framework for user behavior that can be applied by content creators and digital marketing practitioners in designing more effective and measurable communication strategies.

One of the reasons why a smartphone product fails is due to a suboptimal user interface. A suboptimal user interface makes users hesitate to purchase the smartphone product. This study aims to determine the effect of the user interface on consumer purchasing interest. Several influencing factors include design, features, comfort, ease, and optimization of the user interface. This study uses a linear regression method. The sampling technique was conducted by distributing a Google form via WhatsApp, resulting in a sample size of 50 respondents. Using linear regression analysis, the relationship between the predictor variable x = 1 and the response variable y was 3.2585 with a regression equation of y = 2.798 + 0.4605x. The results of this study prove that smartphone UI influences consumer purchasing interest.

 

Keyword: User Interface, Smartphone, Purchase Intention

The purpose of this study is to analyze the relationship between income levels, discounts, and unplanned purchases in urban communities in South Tangerang. Where the consumer phenomenon is often found in urban communities characterized by high incomes and the large amount of advertising exposure makes people tend to be easily stimulated by marketers, because currently shopping is not only to fulfill life's needs but has become a lifestyle. This study is quantitative in the use of association with data collection instruments using questionnaires given to 60 respondents. Sampling was carried out using a nonprobability sampling method with a purposive sampling technique with the following criteria: a). respondents are female, b). respondents have an age range of 23-50 years, and c). Respondents have made unplanned purchases both e-commerce and non-e-commerce. With data analysis used is product moment through the SPSS program version 25. The results of this study indicate that the variable Income Level with Unplanned Purchases has a positive and significant relationship, this relationship occurs because of the tendency of a high lifestyle and is also supported by easy access to shopping. In addition, discounts and unplanned purchases have a positive and significant relationship because people are easily tempted to make unplanned purchases on products that have big discounts.

This study aims to analyze the influence of intellectual, emotional, and spiritual intelligence on employee performance at the Istiqlal Mosque Management Agency. Based on the t-test results, it was found that all three independent variables—Intellectual Intelligence, Emotional Intelligence, and Spiritual Intelligence—have a significant effect on employee performance, with significance values of 0.000 (< 0.05) and t-calculated values exceeding the t-table value (1.978). Intellectual Intelligence contributes 32.5% to performance and shows a moderate correlation, while Emotional Intelligence has the strongest influence with a contribution of 41.8% and a strong correlation. Spiritual Intelligence also demonstrates a strong relationship with performance, contributing 37.4%.. Furthermore, the F-test results show that intellectual, emotional, and spiritual intelligence simultaneously have a significant impact on employee performance, with an F-calculated value of 66.377 > F-table value of 2.67 and a significance value of 0.000. Statistically, the combined contribution of these three variables to employee performance is 59.8%, while the remaining 40.2% is influenced by other factors beyond the scope of this study, such as work environment, leadership, organizational culture, or other personal factors

The purpose of this study was to determine the effect of Thin Capitalization, Capital Intensity, Profitability, Sales Growth and Company Age on Tax Avoidance with Firm Size as a moderating variable in the energy sector listed on the Indonesia Stock Exchange (IDX). The research time period is 5 years, namely the 2018-2022 period. The population of this study includes all Energy sector companies listed on the Indonesia Stock Exchange (IDX) for the period 2018-2022. The sampling technique used purposive sampling technique. Based on the predetermined criteria, 18 companies were obtained. The type of data used is secondary data obtained from the Indonesia Stock Exchange website. The analysis method used is panel data regression analysis. Partial research results show that Thin Capitalization has a positive effect on Tax Avoidance, Capital Intensity and Profitability have a negative effect on tax avoidance. Sales Growth and Company Age have no effect on tax avoidance. Firm size can moderate the effect of Thin Capitalization, Capital Intensity, Profitability on tax avoidance. Firm size cannot moderate the effect of Sales Growth and Company Age on tax avoidance