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Human resources (HR) are a crucial component of any organization, playing a vital role in determining its development and success. One key aspect of HR management is employee performance, which reflects the quality and quantity of employee output in meeting company targets. This study focuses on PT REX Denpasar, a logistics company that experienced fluctuations in monthly revenue throughout 2023. This phenomenon indicates performance issues related to work quantity, delivery accuracy, and time efficiency. Several operational issues identified included variability in staff productivity, delays in delivery schedules, and inaccuracies in shipping data processing. To explore solutions to these challenges, the study examined the role of managerial leadership and financial incentives in improving employee performance, with job satisfaction as a mediating variable. This study covered all 40 employees of PT REX Denpasar, using a comprehensive enumeration sampling method. Data were collected through structured questionnaires, in-depth interviews, and a review of organizational records. Analysis was conducted using a structural path modeling approach to examine the relationships between variables. The results showed that managerial leadership had a significant effect on job satisfaction, as did the financial incentives provided by the company. Furthermore, leadership quality and compensation systems have been shown to have a positive correlation with improved employee performance. Furthermore, job satisfaction was found to act as a substantial mediator, strengthening the influence of leadership and compensation on performance. Thus, improving leadership quality and improving compensation mechanisms not only have a direct impact but also an indirect impact through increased job satisfaction.

This study explores the relationships between digital marketing content, value co-creation, and product branding on perceived product exclusivity within the Indonesian batik industry. As traditional industries face increasing pressure to modernize while preserving cultural heritage, understanding these marketing dynamics is crucial for achieving a sustainable competitive advantage. The study employed a quantitative methodology with saturated sampling, analyzing data from 92 batik enterprises using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The measurement model demonstrated strong reliability and validity, with all constructs meeting the established criteria for internal consistency and discriminant validity. Structural model results revealed that all three marketing variables significantly influence perceived product exclusivity. Among these variables, product branding showed the strongest effect (β = 0.358, p < 0.001), followed by digital marketing content (β = 0.312, p < 0.001) and value co-creation (β = 0.276, p < 0.001). This indicates that the branding strategies implemented by batik enterprises play a pivotal role in shaping consumers' perceptions of exclusivity. The integrated model explained 61.5% of the variance in perceived product exclusivity (R² = 0.615), with strong predictive relevance (Q² = 0.438). These findings underscore the importance of developing a strategic brand that not only reflects the unique qualities of batik but also resonates with contemporary consumer expectations. Additionally, the study highlights the role of digital marketing content in strengthening these perceptions and the significance of facilitating customer co-creation to enhance engagement and exclusivity. In conclusion, batik enterprises are encouraged to prioritize brand development while implementing comprehensive digital marketing strategies and fostering customer involvement in co-creation activities. This approach will enhance the exclusivity of their products and improve their market positioning within the contemporary cultural products landscape.

The rapid development of the smart city concept encourages the need for energy management that is more efficient, sustainable and adaptive to the needs of modern urban communities. In this context, renewable energy is the main solution to reduce dependence on fossil energy sources that are limited and pollute the environment. This research aims to optimize the utilization of renewable energy in smart cities by integrating Big Data technology and Decision Support Systems (DSS). The approach used in this research is a case study and system modeling method, which involves collecting energy data from various sources such as IoT sensors, weather stations, and energy distribution systems in real-time. The data is then analyzed using Big Data Analytics techniques to identify energy consumption patterns, potential renewable energy production, and peak load predictions. Furthermore, a decision support system was designed to assist policy makers and city managers in determining optimal energy distribution and usage strategies based on the available data and simulations. The results show that the integration of Big Data and DSS is able to increase the efficiency of renewable energy utilization up to 25% compared to conventional systems. In addition, the system is also able to dynamically respond to changing conditions and provide more accurate and adaptive decision recommendations. These findings indicate that the synergy between data technology and decision support systems plays a strategic role in creating sustainable and environmentally sound smart cities.

This study aims to analyze the mediating role of motivation in the relationship between digital servant leadership and collaborative coworker relationships on employee engagement among Generation Z employees at CV. Anugrah Garment Wonogiri. The focus of this study was directed at Gen Z employees working in the sewing department, with a sample of 79 respondents selected using a purposive sampling technique. This study used a quantitative approach with primary data obtained through the distribution of closed questionnaires. The variables used in this study include digital servant leadership as the first independent variable, collaborative coworker relationships as the second independent variable, motivation as the mediating variable, and employee engagement as the dependent variable. The data analysis technique was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS) through SmartPLS software version 4.0, which allows for the analysis of causal relationships between variables as well as simultaneous mediation tests. The results showed that digital servant leadership has a positive and significant correlation with employee engagement. Similarly, collaborative coworker relationships were shown to have a positive and significant correlation with employee engagement. In addition, motivation also has a positive and significant impact on employee engagement. Furthermore, digital servant leadership and collaborative coworker relationships each have a positive and significant impact on motivation. Furthermore, motivation has been shown to significantly mediate the influence of digital servant leadership on employee engagement, as well as collaborative coworker relationships and employee engagement. Therefore, it can be concluded that motivation plays a significant role as a mediator in strengthening the influence of leadership style and workplace social relationships on employee engagement, particularly among the younger generation working in the garment industry.

This study aims to analyze the influence of work-life balance and workload on turnover intention, with work stress as a mediating variable in employees of PT Semarang Garment. The phenomenon of high turnover in the garment industry is the background of this study, which is triggered by large production targets, high work pressure, and imbalance between work and personal life. These conditions have the potential to reduce employee welfare and increase the desire to leave the company. This study uses a quantitative method with Structural Equation Modeling (SEM) analysis techniques using AMOS version 24. The research sample of 360 respondents was selected through a simple random sampling technique, and data was collected using a structured online questionnaire. The results of the analysis show that: (1) Work-life balance does not have a significant effect on turnover intention, but has a significant negative effect on work stress, which means the better the work-life balance, the lower the level of work stress; (2) Workload has a significant positive effect on work stress, but does not have a significant effect on turnover intention; (3) Work stress has a significant positive effect on turnover intention, which indicates that the higher the work stress, the greater the employee's desire to leave. Furthermore, it was found that job stress mediates the relationship between work-life balance and turnover intention, so improving work-life balance can indirectly reduce turnover intention through reduced job stress. Theoretically, this study adds to the human resource management literature on factors influencing turnover intention. Practically, the results recommend that company management create a healthy work environment, manage workloads proportionally, and design policies that support work-life balance to reduce turnover intention.

This study empirically investigates the impact of information quality, system quality, and service quality on net benefits in cooperatives located in Badung Regency, specifically in Mengwi District. A quantitative research approach was employed, with non-probability sampling and purposive sampling as the chosen techniques. A total of 150 respondents, including cooperative managers and staff, participated in this study. Data analysis was performed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) through SmartPLS 4.0 software. The study found that information quality significantly influences net benefits through system use and user satisfaction. High-quality information is critical for effective system use and leads to greater user satisfaction, which ultimately contributes to higher net benefits for the cooperatives. Similarly, system quality was also found to significantly affect net benefits, with the use of high-quality systems increasing system use and improving user satisfaction, further enhancing the net benefits received by the cooperatives. However, service quality did not show a significant direct impact on net benefits, nor did it have any significant effect through the mediating variables of system use and user satisfaction. This finding suggests that while service quality is important in many contexts, in the case of cooperatives in this study, the quality of the information and the system itself play a more prominent role in determining the net benefits. The results of this study emphasize the importance of focusing on improving information and system quality to maximize the net benefits in cooperatives. Cooperatives should prioritize investments in information technology systems and ensure that the information provided is accurate and relevant to enhance system use and user satisfaction. This, in turn, will lead to greater overall benefits for the cooperatives in Mengwi District, Badung Regency.

Building Information Modeling (BIM) is a technology increasingly used in the modern construction industry, particularly to improve communication efficiency and collaboration between stakeholders. This technology enables the integration of project data and information into a comprehensive digital model, allowing all involved parties to access, verify, and update information in real time. This study aims to evaluate the strategic role of BIM as a communication medium in the Integrated Project Delivery (IPD) approach, focusing on the planning stage involving the disciplines of architecture, structure, and Mechanical, Electrical, and Plumbing (MEP) systems. The IPD approach emphasizes cross-disciplinary collaboration from the early stages of a project to optimize outcomes, reduce risks, and accelerate completion. The research methods used are literature review and case study analysis of various projects that have implemented BIM within the IPD framework. The data analyzed include the effectiveness of information exchange, inter-team coordination, and early identification of design conflicts. The study results show that BIM significantly improves information transparency among stakeholders, minimizes the risk of miscommunication, and accelerates the decision-making process through accurate and integrated data visualization. BIM models also facilitate the detection of potential conflicts, such as clashes between structural and MEP elements, before entering the physical construction phase, thereby reducing repair costs and delays. Furthermore, the use of BIM in IPD fosters a more collaborative work culture, where architects, engineers, and contractors can work together to solve problems quickly and effectively. Thus, BIM has proven to play a crucial role as a primary communication tool in IPD implementation, while also serving as a crucial foundation for achieving efficient, integrated, and high-quality construction project management.

This study aims to analyze the influence of product quality, price, and product innovation on purchasing decisions for Viva lipstick, with brand image as a mediating variable, among female university students in Semarang. The research employed a quantitative approach with a survey method, using purposive sampling of 100 female students who use Viva lipstick. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the variables. The results reveal that product quality has a positive and significant effect on both purchasing decisions and brand image. This indicates that consumers’ perceptions of Viva lipstick’s quality—such as color durability, texture smoothness, and comfort in use—play an important role in shaping a positive brand image and encouraging purchasing decisions. In contrast, price and product innovation were found to have no significant effect on either purchasing decisions or brand image, suggesting that the current pricing strategy and product innovation efforts have not yet become the main attraction for consumers. Brand image was found to have a positive and significant effect on purchasing decisions and to mediate the influence of product quality on purchasing decisions. This mediation is partial, meaning that product quality influences purchasing decisions not only directly but also indirectly through the enhancement of brand image. The practical implications of this study emphasize the importance for Viva Cosmetics to continuously improve product quality, including formulation and packaging, while strengthening brand communication strategies to ensure consistent positive consumer perceptions. Furthermore, the company should reassess its pricing and product innovation strategies to remain competitive in the dynamic cosmetics market. By focusing on product quality and brand image, Viva is expected to increase consumer appeal and loyalty, particularly within the university student market segment.

This study aims to analyze the influence of career development and job training on employee performance, with work motivation as an intervening variable, at the Pakan Rabaa Community Health Center in Lima Puluh Kota Regency. The background of this study is based on the importance of improving the quality of human resources through career development strategies and targeted job training programs, as well as the role of work motivation as a driving factor for employee performance. The research method used is Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach. Data were collected through distributing questionnaires to 66 respondents who are employees of the Pakan Rabaa Community Health Center. The results of the study show several important findings. First, career development has a positive and significant effect on work motivation. Second, job training has a positive but insignificant effect on work motivation. Third, career development has a positive but insignificant effect on employee performance. Fourth, job training has a positive and significant effect on employee performance. Fifth, work motivation has a positive but insignificant effect on employee performance. Sixth, career development has a positive but insignificant effect on employee performance through work motivation as an intervening variable. Seventh, job training also had a positive but insignificant effect on employee performance through work motivation as an intervening variable. This finding indicates that although career development and job training have a positive relationship with performance, the effect is not always significant when mediated by work motivation. Other factors beyond work motivation may also influence employee performance at the Pakan Rabaa Community Health Center. This study recommends that management strengthen career development and job training programs relevant to employee needs, while identifying other motivational factors that can further enhance performance.

This study aims to examine the influence of self-efficacy and learning environment on learning outcomes, with learning motivation as a mediating variable, among students of SMK Negeri 44 Jakarta. Employing a quantitative approach with a survey method, the research involved a population of 175 students, all of whom were included as the sample through a total sampling technique. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The analytical procedures encompassed measurement model analysis, structural model analysis, and hypothesis testing for both direct and indirect effects.The findings reveal a positive and significant direct effect of self-efficacy on learning outcomes, indicating that students with higher confidence in their abilities tend to achieve better academic performance. Similarly, the learning environment was found to have a positive and significant direct effect on learning outcomes, suggesting that supportive academic surroundings contribute meaningfully to student achievement. However, the study found no significant direct effect of learning motivation on learning outcomes, nor any significant mediating role of learning motivation in the relationships between self-efficacy and learning outcomes or between learning environment and learning outcomes. These results imply that while self-efficacy and a conducive learning environment are key determinants of academic success, the role of learning motivation as an intervening variable may not be as substantial in this context. The absence of mediation suggests that motivation alone may not bridge the gap between personal and environmental factors and actual academic performance. This study contributes to educational research by providing empirical evidence on the complex interplay between psychological, environmental, and motivational factors influencing student achievement, highlighting the need for educators to strengthen both self-belief and learning conditions to optimize outcomes.

Taxpayer compliance is a crucial factor in optimizing state revenue, particularly in supporting national development financing. However, in practice, various obstacles are still encountered that hinder the achievement of optimal compliance levels. Some of these include employees' low understanding of tax provisions and the less than optimal effectiveness of tax sanction implementation. This study aims to analyze the relationship between tax knowledge (X1) and tax sanctions (X2) on taxpayer compliance (Y) among employees of the Banten Province Cooperatives and SMEs Office. This study uses a quantitative method with an associative approach. The sampling technique uses saturated sampling, so that the entire population of 45 people is used as the research sample. Data analysis was performed using the Partial Least Square (SEM-PLS) based Structural Equation Modeling method using SmartPLS software version 4.0. The results show that the tax knowledge variable (X1) has a t-statistic value of 1.190 <1.96 and a significance value (p-value) of 0.234 >0.05. Thus, tax knowledge does not have a significant effect on taxpayer compliance. Furthermore, the tax sanction variable (X2) obtained a t-statistic value of 1.436 < 1.96 and a p-value of 0.151 > 0.05, which means that tax sanctions also do not have a significant effect on taxpayer compliance. Overall, this study concludes that neither tax knowledge nor tax sanctions partially have a significant effect on the level of taxpayer compliance among the employees who were respondents in the study. This finding indicates that other factors, such as personal awareness, perceptions of tax fairness, and intrinsic motivation, may have a more dominant role in shaping taxpayer compliance. Therefore, a more comprehensive policy strategy is needed to increase compliance, not only through increasing knowledge or enforcing sanctions, but also through ongoing coaching, socialization, and persuasive approaches.

The purpose of this study is to examine the influence of self-efficacy on students’ interest in continuing their studies to higher education, with achievement motivation as a mediating variable. The research employs a quantitative approach using the survey method. The population in this study consisted of 211 students from SMKN 44 Jakarta. The sampling technique used was proportionate stratified random sampling, calculated using the Slovin formula with a 5% margin of error, resulting in a total sample of 138 students. The data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. The analysis process included the evaluation of the measurement model (outer model), the structural model (inner model), and hypothesis testing for direct and indirect effects. The results of the study demonstrate that: (1) self-efficacy has a positive and significant effect on achievement motivation; (2) self-efficacy has a positive and significant effect on students’ interest in continuing their studies to higher education; (3) achievement motivation also has a positive and significant effect on students’ interest in pursuing higher education; and (4) self-efficacy has a significant indirect effect on interest in continuing studies to higher education through achievement motivation as a mediating variable. These findings indicate that both self-efficacy and achievement motivation play important roles in shaping students' educational aspirations beyond secondary school. This study emphasizes the need for educational institutions to strengthen students’ belief in their own abilities and foster achievement motivation to increase their intention to pursue higher education. The findings contribute to the understanding of psychological factors that influence educational planning and can be used as a reference in developing academic guidance programs in vocational high schools.

This study aims to analyze the performance of the Hospital Management Information System SIMRS in the pharmacy unit of RSU Fitri Candra Wonogiri using the HOTFIT model approach. The HOT-FIT model is an evaluation framework that includes four main aspects, namely Human (system users), Organization (organizational support and policies), Technology (system and information quality), and Net Benefit (benefits obtained from system use). This study uses a quantitative method with Structural Equation Modeling data analysis techniques based on Partial Least Square (SEM-PLS), which allows for simultaneous analysis of relationships between variables. Data were obtained from 61 respondents who are SIMRS users in the pharmacy department, through the distribution of Likert-based questionnaires. The results of the analysis show that the four independent variables Human, Organization, Technology, and Net Benefit have a positive and significant effect on SIMRS performance. The Adjusted R-Square value of 0.902 indicates that the model is able to explain 90.2 of the variability in system performance. Empirical findings in the field indicate that the implementation of SIMRS has had a tangible impact on improving work efficiency, accelerating the pharmaceutical service process, and supporting decision-making based on accurate and up-to-date data. Furthermore, active user involvement, managerial support, and the quality of the information technology system are crucial factors in supporting the system's successful implementation. This study confirms that the success of SIMRS depends not only on its technological sophistication but also on strong integration between human and organizational aspects and the resulting benefits. Therefore, a holistic approach to information system evaluation and development is crucial for improving the quality of healthcare services in hospitals.

This study aims to test and analyze the influence of independence, task complexity, and auditor experience on audit judgment. Audit judgment is one of the important components in the audit process that determines the quality of audit report results. The better the auditor's consideration, the higher the level of reliability of the audited financial statements. This research was conducted at Public Accounting Firms (KAP) operating in the Bekasi area. The variables used in this study consisted of audit judgment as a dependent variable, and independence, task complexity, and auditor experience as independent variables. The sampling technique was carried out using a non-probability sampling method, using a purposive sampling approach. The sample obtained was 12 companies with a total of 76 auditor respondents. The analysis method used is Structural Equation Modeling Partial Least Square (SEM-PLS) by measuring three stages: outer model test, inner model test, and hypothesis test. The results of the study show that the three independent variables, namely independence, task complexity, and auditor experience, have a positive and significant influence on audit judgment. This means that the higher the level of auditor independence, the more complex the tasks handled, and the more experience the auditor has, the better the audit considerations will be in the audit decision-making process. The implications of this study underscore the importance of maintaining and improving the quality of auditor professionalism, through continuous training, increasing flight hours, and maintaining an independent attitude in carrying out the audit process. In addition, the organization is also expected to provide adequate support for the sustainable development of auditor competencies. It is hoped that these findings can be an input for public accounting firms and related institutions in improving the quality of financial audit results and strengthening public trust in the auditor profession.

This study aims to comprehensively examine the effect of service quality and customer value on customer satisfaction, while also exploring the role of trust as a moderating variable. The focus of the research is on participants of the Digital Marketing Independent Internship at PT Satukelas Adhyapana Nusantara, Jakarta. An explanatory quantitative approach was employed, involving 87 respondents selected through purposive sampling. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that both service quality and customer value have a significant positive effect on customer satisfaction. Trust was also found to have a direct effect on satisfaction. However, the moderating role of trust was significant only in the relationship between service quality and customer satisfaction. In contrast, its moderating effect on the relationship between customer value and satisfaction was found to be statistically insignificant. These findings provide empirical support for the SERVQUAL theory, the concept of customer value, and the performance-expectations model, while also reinforcing literature that highlights the importance of trust in sustaining customer relationships. From a practical standpoint, this research emphasizes the need for strategies that integrate service quality enhancement with the delivery of perceived value, accompanied by efforts to build and maintain trust as a reinforcing factor for satisfaction. This combination of strategies is expected to enhance positive customer experiences, foster loyalty, and sustain long-term relationships. Furthermore, this study offers valuable contributions for developing marketing strategies and managing customer relationships in the digital education sector, which faces increasingly intense competition and challenges in the era of technological transformation and globalization.

This study aims to examine in depth the influence of price, promotion, and switching barriers on customer loyalty of Telkomsel prepaid cards, with customer satisfaction as an intervening variable in Generation Z in West Palu District. This study is motivated by the intense competition in the telecommunications industry and the importance of maintaining customer loyalty amidst the increasing number of service options. Data were collected from 100 respondents who are active Telkomsel prepaid card users through questionnaires. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS software version 4.0. The results show that the price variable has a significant direct effect on customer loyalty, but does not show a significant effect on customer satisfaction. Conversely, promotion has a significant effect on satisfaction, but does not directly affect customer loyalty significantly. Switching barriers are shown to have a significant effect on both satisfaction and loyalty, indicating that the higher the switching barriers, the more likely customers will remain loyal. In addition, customer satisfaction also significantly affects loyalty. Another important finding is that of the several indirect influences tested, only the path from promotion through satisfaction to loyalty was statistically significant. Therefore, this study suggests the importance of targeted promotional strategies and strengthening switching barriers as effective measures in retaining young customers who are prone to switching services. Furthermore, this study emphasizes that customer loyalty is not solely determined by competitive pricing factors, but is more complex and influenced by customers' emotional and psychological experiences, such as satisfaction with the service and perceptions of the ease or difficulty of switching to another service provider.

This study compares the performance of two deep learning models, namely Convolutional Long Short-Term Memory (ConvLSTM) and Long-term Recurrent Convolutional Network (LRCN), in the task of recognizing human activity from videos. Human activity recognition is an important field in computer vision with many applications, such as security monitoring, human-computer interaction, and social media-based video analysis. ConvLSTM is a model that combines convolution operations with long-term memory LSTM, thus capable of capturing spatial and temporal information simultaneously. This approach is ideal for processing video data sequences that have spatial and temporal dimensions. On the other hand, LRCN combines the power of spatial feature extraction from Convolutional Neural Network (CNN) and temporal sequence modeling through Recurrent Neural Network (RNN), specifically LSTM, to understand movement patterns in videos. The study used the UCF50 dataset consisting of 50 activity classes, but was limited to five classes for the focus of the experiment. The dataset was divided into 80% for training and 20% for testing, and the model was drilled for 50 epochs using early stopping to prevent overfitting. The results show that both models have high training performance. ConvLSTM achieved a training accuracy of around 98% and a validation accuracy of 90%, while LRCN achieved a training accuracy of 99.5% and a validation accuracy of 88%. Although ConvLSTM demonstrated good stability on the validation data, further testing using TikTok videos as real-world data showed that LRCN had a higher confidence level in recognizing activities, with most predictions achieving confidence scores above 80%. This difference in performance indicates that while ConvLSTM excels in generalizing on training data, LRCN is more robust to real-world data variations.

This research investigates the impact of tourist attractions, service quality, and electronic word of mouth (e-WOM) on visitors’ intention to revisit Sendang Tourism Village, located in Tulungagung, East Java. Additionally, the study explores the function of visitor satisfaction as an intermediary variable and digital promotion as a potential moderator. The study emerged from the concern over fluctuating visitor numbers despite Sendang’s rich appeal in terms of natural landscapes, cultural heritage, and traditional charm. A quantitative method was applied, making use of a structured data collection process structured survey distributed to 138 individuals who had previously visited the site. The data were examined through Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate and interpret the relationships between the research variables both the direct and mediated pathways between variables. This technique was chosen for its ability to explain complex relationships within behavioral research. The results reveal that tourist attraction, service quality, and e-WOM have a significant positive influence on revisit intention. Furthermore, tourist satisfaction was shown to act as a bridging variable between these predictors and return visits. On the other hand, digital promotion was not found to significantly moderate these effects. This indicates that digital marketing, while useful, may not independently boost visitor return rates unless paired with strong destination quality and positive visitor experiences. From a conceptual standpoint, the study contributes to tourism marketing discourse by incorporating both mediation and moderation into the revisit intention framework. In practical terms, the findings highlight the need for tourism managers to prioritize visitor satisfaction and enhance the core travel experience. Digital tools should complement rather than replace genuine service improvements and compelling destination features to effectively encourage repeat tourism.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.

This study aims to examine the mediating role of Organizational Citizenship Behavior (OCB) in the relationship between Perceived Organizational Support (POS), Perceived Organizational Commitment (POC), and employee performance in a state-owned enterprise in Indonesia. In the context of growing public expectations for improved service quality, organizations are challenged to enhance employee performance not only in formal roles but also in discretionary behaviors. Based on Social Exchange Theory (SET), this research proposes that POS and POC can affect performance both directly and indirectly through OCB. Data were collected through a census of 138 permanent employees at PT Jasa Raharja, East Java Branch. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships. The findings show that POS has a significant positive influence on both OCB and employee performance. On the other hand, POC significantly influences OCB but does not have a direct impact on performance. The results also reveal that OCB plays a partial mediating role in the relationship between POS and performance, while it acts as a full mediator in the relationship between POC and performance. These findings emphasize the importance of fostering OCB within the organization to optimize the impact of support and commitment on employee performance. Encouraging voluntary, extra-role behaviors can bridge the gap between how employees perceive organizational treatment and how they perform. The study suggests practical implications for human resource management in public sector institutions. Policies should focus on building a supportive and engaging work climate that enhances affective commitment and acknowledges employee contributions beyond formal duties. Doing so will not only improve individual performance but also contribute to broader organizational effectiveness in a competitive and service-oriented environment.