Journal Scientific of Mandalika (JSM) e-ISSN 2745-5955 | p-ISSN 2809-0543

Pengaruh Brand Ambassador dan Citra Merek terhadap Keputusan Pembelian Produk Kosmetik di Tegal

Muhamad Andi Budiyanto — 2025-05-28

This study aims to analyze the influence of brand ambassadors and brand image on cosmetic product purchase decisions in Tegal. In the increasingly competitive cosmetics industry, companies utilize celebrities and influencers to build consumer trust and strengthen brand image to drive purchase decisions. This research employs a quantitative approach using Structural Equation Modeling (SEM) and analyzes data from 80 cosmetic product users in Tegal. The findings indicate that brand ambassadors have a positive and significant impact on purchase decisions, as they create emotional connections and enhance consumer trust in the product. Additionally, brand image plays a crucial role in strengthening consumer loyalty, ultimately increasing purchase intention. The study also reveals that the combination of brand ambassadors and brand image has a stronger influence than when considered individually. The conclusion of this study emphasizes that marketing strategies based on brand ambassadors and brand image are key factors in enhancing the competitiveness of the cosmetics industry. The implications suggest that cosmetic companies should select brand ambassadors that align with their brand values and consistently reinforce their brand image to increase customer loyalty and expand market share in a competitive environment

Implementasi Digitalisasi Laporan Produksi Harian di Industri Manufaktur Untuk Meningkatkan Efisiensi dan Akurasi Data

Wely Teguh Setyawan — 2025-05-28

The development of science and technology is increasingly rapid, including in the industrial world in the production and manufacturing sectors, technology is increasingly used in improving company performance. In the Manufacturing Industry, including the Fast-Moving Consumer Goods (FMCG) sector, it continues to strive to improve operational efficiency and productivity. This digitalization has been key in this effort. Through the integration of digital technology, companies can automate their production processes, increase visibility over operational performance, and make informed decisions. Prior to digitization, daily reporting often involved manually collecting data from various sources, such as production machines, operators, and physical work daily sheets. This can lead to errors in data entry, delays in processing and difficulty interacting data from different systems. This digitalization training aims to improve operational efficiency, improve data accuracy, and increase the accessibility of production information, such as knowing the process or flow in making daily reports to visualizing production data so as to make it easier for the Operations and Management Team to monitor factory productivity.

System Literature Review: Analysis Of The Influence Of Market Anomaly And Financial Behaviour On Abnormal Returns In The Efficient Market Hypothesis

Siti Aminah — 2025-05-30

The capital market is one of the important indicators in a country's economy, which reflects the dynamics of the relationship between investors, companies, and market conditions. In the Efficient Market Hypothesis (EMH) theory, stock prices are said to reflect all available information efficiently. Thus, there is no opportunity for investors to consistently generate abnormal returns, namely profits that exceed market expectations based on the risks taken. However, in practice, various market anomalies and financial behavior often show deviations from the basic assumptions of the EMH. This study aims to analyze the effect of various market anomalies such as the January Effect, Ramadhan Effect, Election Days Effect, Pandemic Covid Effect, and financial behavior on abnormal returns in the Efficient Market Hypothesis using the system literature review research method. The results of the study show that the January Effect, Ramadhan Effect, Election Days Effect, Pandemic Covid Effect have a negative effect on abnormal returns in the Efficient Market Hypothesis. Financial behavior such as herding behavior shows that there is no herding behavior in the Indonesian capital market. These results indicate that investors are rational in making investment decisions because they have good access to relevant information about stock price movements in the market.

Kajian Pengembangan Sumber Daya Aparatur Daerah di Era Reformasi pada Pemerintah Provinsi Kalimantan Timur

Wartono — 2025-05-30

Untuk menghadapi realisasi penyelenggaraan otonomi daerah dan upaya mengeliminasi permasalahan yang akan dihadapi dalam aspek sumber daya manusia dalam pemeritahan di daerah maka perlu dipetakan dan diidentifikasi potensi dan kondisi riil aspek kepegawaian disuatu daerah. Berbagai aspek tersebut mencakup antara lain : pertama, potensi sumber daya aparatur yang dimiliki; kedua, budaya kerja pegawai pemerintah yang ada, serta yang ketiga, derajat pengetahuan pegawai mengenai gambaran atau karakteristik tugas yang bakal dihadapi pada saat realisasi otonomi darah dan era reformasi birokrasi pemerintah. Berdasarkan data sekunder yang ada, penulis memperoleh gambaran dari data sekunder yand ada di BKPP Kota Tangerang dan Badan Diklat Propinsi Kalimtantan Timur terkait perilaku para pegawainya dilihat dari sisi sebaran jenis pegawai negeri Sipil, pegawai yang menduduki jabatan structural/fungsional dan staff/ dan masih rendahnya kualitas dan kualitas kerja pegawai serta masih kurangnya mengikuti Diklat pegawainya, oleh karena itu penulis tertarik untuk meneliti pada Badan Diklat Propinsi Kalimantahn Timur dan BKPP Kota Tangerang dalam hal pengembangan sumber daya aparatur daerah diera reformasi. Tujuan dari penelitian adalah untuk mengidentifikasi potensi sumber daya aparatur, mempsiapkan pola perubahan/strategi pengembangan, mengkaji, menganalisis dan membrikan langkah tindak lanjut hasil analisis. Penelitian ini merupakan penelitian deskriptif dengan menggunakan analisa data kuantitatif yang didukung oleh analisa data kualitatif. Populasi dan sampel dalam penelitian ini, yakni adalah sebagian dari PNS yang ada dan bekerja di Lingkungan Badan Pendidikan dan Pelatihan Propinsi Kalimantan Timur dan BKPP Kota Tangerang. Selanjutnya, data yang diperoleh berdasarkan data primer, yaitu data yang diperoleh melalui kuesioner dan wawancara, sedangkan data sekundernya bersumber dari data pustaka. Hasil dari penelitian ini menemukan bahwa secara umum bahwa penyelengaraan pemerintahan sangatlah ditentukan oleh sumber daya yang berpotensial, yang berkompeten dibidangnya sehingga mampu menjalankan roda organisasi, untuk hal tersebut diperlukan pegawai yang berkualitas, dedikasi yang tinggi, loyalitas dengan aturan yang berlaku melalui keikutsertaan dalam Diklat sehingga mampu menambah pengetahuan dan memiliki skill menghadapi kebijakan reformasi birokrasi saat ini.