Publication Search

70,713 articles from 616 journals · 1,760 citations tracked

Showing 441-460 of 6,513

Analytics

Andriyani Andriyani; Adi Suyatno; Dewi Kurniati

Botani : Publikasi Ilmu Tanaman dan Agribisnis 2026 Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

Strategies to increase the income of self -help palm oil farmers can help farmers to increase production yields. This study aims to formulate and obtain strategies in an effort to increase the income of oil palm farmers. This research was conducted in Kalis District, Kapuas Hulu Regency. This study was carried out from April 5 to May 524. This study used a descriptive quantitative method with case study methods and identified internal factors (strengths and weaknesses) and external (opportunities and threats) used for the strategy to increase the income of oil palm farmers in the sub -district dull. The variables used in this study were obtained from indicators of strengths, weaknesses, opportunities and threats. Based on the results of the research results of the collection, processing and analysis of the main internal factors, it is found that the main strength factor of farmers is the status of land ownership and land area owned by farmers with a weight score of 0.41. As for the main weakness of self -help farmers is inadequate access to infrastructure with a weight score of 0.18 and the total score of the IFE matrix is ​​2.51. For data analysis of the main external factors, it is found that the main opportunity factor of farmers is oil palm can be a term investment for farmers with a weight score of 0.41. As for the main threat of self -help farmers is a long queue at the Palm Oil Mill (PKS) with a weight score of 0.18 and the total score of the IFE matrix is ​​2.62. The results of processing internal and external data of farmers using the IE matrix show that the position of farmers is in quadrant I, the suitable strategy is an aggressive strategy that can support the growth of oil palm farming.

Ira Enda Ariani; Intan Silviana Mustikawati; Tjipto Rini; Varinder Singh Rana

International Journal of Management 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Employee affective commitment is a critical factor for workforce retention and service quality in healthcare organizations, particularly among nurses who represent the largest professional group in hospitals. Kemayoran X Hospital has experienced persistently high nurse turnover rates, indicating potential deficiencies in affective commitment. This study aimed to examine the influence of perceived organizational support and organizational justice on nurses’ affective commitment, with work engagement serving as an intervening variable. A quantitative cross-sectional design was employed, involving 125 staff nurses at Kemayoran X Hospital selected through purposive sampling. Data were collected using structured self-administered questionnaires distributed via Google Forms and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results demonstrated that perceived organizational support, organizational justice, and work engagement simultaneously exerted a significant effect on affective commitment. Furthermore, perceived organizational support and organizational justice showed significant positive effects on work engagement, which in turn significantly influenced affective commitment. Mediation analysis confirmed that work engagement partially mediated the relationships between perceived organizational support and affective commitment, as well as between organizational justice and affective commitment. These findings indicate that nurses who perceive fair treatment and strong organizational support are more likely to be engaged in their work and emotionally committed to their organization. In conclusion, strengthening organizational support systems, ensuring fairness in decision-making processes, and fostering work engagement are essential managerial strategies to enhance nurses’ affective commitment and reduce turnover in hospital settings.

Ivan Fatchan Gani Wardana; Alimuddin Rizal

International Journal of Management 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to examine the influence of marketing content on business performance with moderation in price strategy and CRM. This research design is quantitative research with primary data in the form of the calculation of assets, turnover, and capital owned by MSMEs in Purworejo Regency. The data collection technique uses library research and documentation techniques. The population in this study is MSMEs that are members of the Purworejo Regency MSME Forum in 2025, amounting to 1,819 business actors. The sampling technique used is the Slovin formula so that the sample for this study is 67 business actors. The results of the study show that marketing content and CRM have an impact on business performance, Price Strategy has no impact on business performance and both price strategy and CRM strengthen the relationship between marketing content and business performance. Future studies may explore the deeper dynamics of these variables in other regions or sectors to gain further insights into effective business management practices.

Shanti Handayani; Andry Andry; Noviermi Noviermi

International Journal of Management and Digital Sciences 2026 International Forum of Researchers and Lecturers

Tambak Mother and Child Hospital experienced a 15% decline in patient visits in 2024, involving both new and returning patients. This decline highlights the importance of patient loyalty, as loyal patients are more likely to continue using hospital services and recommend the hospital to others. This study aims to examine the effects of social media marketing and patient experience on patient loyalty, with patient engagement as a mediating variable.This study employed a quantitative causal research design. Data were collected from 190 patients using purposive sampling. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to analyze the relationships among variables.The results indicate that social media marketing, patient experience, and patient engagement simultaneously have a significant effect on patient loyalty. Individually, social media marketing, patient experience, and patient engagement each show a positive and significant influence on patient loyalty. In addition, social media marketing and patient experience positively affect patient engagement. The findings further confirm that patient engagement mediates the relationships between social media marketing and patient loyalty, as well as between patient experience and patient loyalty.These findings suggest that hospital management should strengthen interactive communication through social media platforms, particularly Instagram, improve service efficiency by increasing staffing levels, and enhance service quality through friendly staff behavior and faster service processes. Future research is recommended to include broader samples across Mother and Child Hospitals and incorporate additional variables such as patient satisfaction, service quality, and trust.

Rizka Sarah Heydarina Fathima Ahsan; Jibril Maulana; Galih Janggan Titian; Dina Aulia Mawardah; Aurelia Vika Anggun R

Proceeding of the International Conferences on Engineering Sciences 2026 Asosiasi Riset Ilmu Teknik Indonesia

This study aims to analyze the relationship between production techniques, selection of textile materials and the level of sustainable fashion implementation in MSMEs in the fashion sector in Indonesia. The method used in this study is a quantitative approach with an expplanatory descriptive design. Data was collected through a questionnaire distributed to MSME respondents in the fashion sector and collected 100 respondents. The variables tested in this study are knowledge of sustainable fashion, production techniques used by MSMEs and textile materials applied in production. Data analysis used validity, readiness, t-test and multiple linear regression tests. The results of the study show that production techniques have a significant influence on the level of sustainable fashion implementation, with a p-value of 0.041. Meanwhile, textile knowledge and materials did not show a significant influence on the implementation of sustainable fashion with a p-value of >0.05. The value of the determination coefficient (R2) for production techniques is very high at 0.95, which shows that production techniques are the most influential factor in the implementation of sustainable fashion in MSMEs in the fashion sector to prioritize the development of sustainable production techniques as the main step towards increasing sustainability in the fashion sector.

Zahroh Atiqah; Roza Mulyadi

Jurnal Riset dan Publikasi Ilmu Ekonomi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the effect of the board of directors, audit committee, and public accounting firm size on corporate financial performance. The population consists of manufacturing companies in the food and beverage sub-sector listed on the Indonesia Stock Exchange and not delisted during the 2019–2023 period. The sampling technique used was purposive sampling, resulting in 33 companies selected as research samples. This research employs a quantitative approach using secondary data obtained from company financial reports published by the Indonesia Stock Exchange and official corporate websites. Data analysis was conducted using SPSS (Statistical Package for Social Science) version 25, applying multiple linear regression analysis to examine the relationships among the research variables. The results indicate that the board of directors and audit committee do not have a significant effect on financial performance. In contrast, the size of the public accounting firm has a positive effect on financial performance. These findings suggest that the quality and reputation of external auditors play an important role in enhancing corporate financial performance.  

Achmad Saiful Arifin; Karyadi Karyadi; Nindyawati Nindyawati; Eka Nurul Qomaliyah; Imam Mustofa

Proceeding of the International Conferences on Engineering Sciences 2026 Asosiasi Riset Ilmu Teknik Indonesia

Wood consumption in Indonesia, which is expected to reach more than 64.84 million m³ by 2025, is putting enormous pressure on forests, as evidenced by the reduction in forest area through the clearing of 96,230 hectares of forest in 2023. To reduce dependence on wood as a building material, alternative materials with comparable physical and mechanical properties are needed. Bamboo, especially laminated bamboo, was chosen because it has high tensile strength, a short harvest time, and abundant availability. This study examines the behavior of hollow section laminated bamboo beam-column connections with a glue-in-rod-bracket system to determine the ductility of the connection under unidirectional (static) loads. An experimental method was used with the independent variables of diameter and number of bolts, while the dependent variables included the moment-rotation of the connection, stiffness, strength, and ductility. The results show that the average ductility values for 4 and 6 thread rods D6, D8, and D10 mostly meet the SNI 1729 (≥1.25) and AISC 360 (rotation >0.03 rad) standards, with classifications ranging from "partially ductile" to "fully elastic." However, the 10-diameter 6-thread rod only achieved a ductility of 1.2, thus failing to meet the SNI standard. Based on the Handbook of Structural Steel Connection Design and Details, all connections fall into the non-seismic category because their ductility values are less than 3. These findings confirm the potential of laminated bamboo as an environmentally friendly construction material, while also providing technical guidelines for the design of non-seismic beam-column connections.

Arif Hadi Prasetyo; Arif Budiharjo; Noor Rosyadi; Anis Setyorini

Jurnal Pemimpin Bisnis Inovatif 2026 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

Anisa Nur Fadilla; Meirinawati Meirinawati; Eva Hany Fanida; Fitrotun Niswah

Jurnal Hukum, Administrasi Publik dan Negara 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the influence of customer experience and perceived value on tourist satisfaction among users of the Sidoarjo City Tour Bus as a form of public tourism transportation service. The Sidoarjo City Tour Bus represents a regional government service innovation intended to support tourism development while improving urban tourism accessibility. This study employs a quantitative approach using a survey method involving tourists who used the Sidoarjo City Tour Bus. Data were collected through questionnaires distributed to 99 respondents and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that customer experience does not have a significant effect on tourist satisfaction, suggesting that the experiences perceived by users are still subjective and not consistently felt by all service users. In contrast, perceived value has a positive and significant effect on tourist satisfaction, making it the most dominant variable in influencing satisfaction among Sidoarjo City Tour Bus users. These findings indicate that tourist satisfaction is more strongly determined by perceptions of benefits, service quality, and the suitability between sacrifices made and benefits received rather than by emotional experience alone. Therefore, this study recommends that the management of the Sidoarjo City Tour Bus and the local government enhance service value through improvements in facilities, information systems and registration processes, as well as optimization of comfort and schedule certainty. These efforts are important to increase tourist satisfaction and to support sustainable tourism development in Sidoarjo Regency.

Oktavia Ramadhani Saputri; Niken Sukesi

Jurnal Ilmu Kesehatan dan Gizi 2026 Pusat Riset dan Inovasi Nasional

Postpartum depression is a mood disorder that occurs in mothers after childbirth, with symptoms that can appear from pregnancy until 4 weeks postpartum. This condition negatively impacts the psychological health of the mother and the development of the baby. This study aims to analyze factors associated with the risk of postpartum depression. The method used was quantitative with an analytical survey design through a cross-sectional approach. Data collection was carried out using the Edinburgh Postnatal Depression Scale (EPDS) questionnaire consisting of 10 questions. The results of the validity test showed a calculated r value of > 0.3610 and the reliability test obtained a Cronbach's alpha value of 0.67. The study sample consisted of 42 respondents selected using a total sampling technique, with inclusion criteria of mothers aged ≥18 years, in the period <6 weeks postpartum, and willing to be respondents. Data analysis used the chi-square test. The results showed that all variables had a significant relationship with the risk of postpartum depression (p < 0.05). These variables include age (p=0.040), education (p=0.018), occupation (p=0.011), history of depression (p=0.024), complications (p=0.017), economic status (p=0.048), parity (p=0.016), type of delivery (p=0.006), husband's support (p=0.000), and family support (p=0.028). Therefore, it can be concluded that demographic, obstetric, and social support factors play an important role in the risk of postpartum depression. These results are expected to form the basis for prevention efforts and early intervention to improve postpartum maternal mental health.

Kartika Dian Rahmawati; Dafid Irawan; Riman Riman

Konstruksi: Publikasi Ilmu Teknik, Perencanaan Tata Ruang dan Teknik Sipil 2026 Asosiasi Riset Ilmu Teknik Indonesia

This research looks into how site managers in construction projects in Malang City manage and improve their use of human resources. The research is driven by the significance of effective human resource management in ensuring project success and the lack of studies focusing on the operational strategies of site managers within a local context. This study uses a quantitative method that is both descriptive and analytical. It involves giving out a survey to 40 people, including site managers, contractors, and foremen. The independent variables include leadership and supervisory style, human resource planning and workforce allocation, training and competency development, team communication and coordination, performance monitoring and evaluation, as well as motivation and welfare. The dependent variable is the degree to which human resource management is optimized. The results of validity and reliability tests indicate that all research instruments are valid and reliable. Multiple linear regression analysis shows that leadership and supervisory style, along with human resource planning and workforce allocation, have a significant partial effect on improving HRM practices. Other variables have a positive but statistically insignificant partial effect on the estate. Overall, the management of human resources in construction projects in Malang City is considered to be fairly good. This study confirms that leadership and workforce planning are the main strategic factors for site managers in improving the effectiveness of human resource management in construction projects.

Utama, Agus Hadi; Qomario

Jurnal Komunikasi Pendidikan 2026 Universitas Veteran Bangun Nusantara

This Research and Development (R&D) study aimed to develop a project-based learning (PjBL) hyper-content e-module to support students’ Self-Regulated Learning (SRL) in higher education. Utilizing the ADDIE model (Analysis, Design, Development, Implementation, and Evaluation), the research addressed the need for innovative digital resources in the Learning Resource Center Management Course at Educational Technology Study Program Lambung Mangkurat University. Unlike previous studies that focused on isolated variables, this research integrates development, PjBL implementation, and SRL impact analysis. The hyper-content e-module incorporates multimodal features, including audio, video, infographics, and QR codes, to facilitate independent exploration. Validation by experts yielded high feasibility scores: 89% from material experts, 87% from media experts, and 88% from instructional design experts. Through qualitative content analysis conducted during the analysis and evaluation phase, the results confirmed that the PjBL-integrated e-module effectively improved students' learning independence by providing structured, project-oriented digital pathways. The results confirm that the e-module is a feasible and effective tool for modernizing instructional delivery. This study contributes an innovative framework for digital resource management and provides a foundation for future applied research in enhancing educational quality through self-regulated, technology-enhanced learning environments.

Huswatun Hasanah; Sugiman Sugiman

International Journal of Educational Development 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study aims to identify students' learning obstacles in the process of understanding one-variable linear equations in grade VII, develop an appropriate learning trajectory using a Realistic Mathematical Education (RME) approach, and produce an effective learning design to reduce these obstacles through generative models. The research adopts a design research methodology consisting of three main stages. The first stage, preparation for the experiment, includes a literature review and analysis of teachers’ instructional practices to develop a Hypothetical Learning Trajectory (HLT) for one-variable linear equations. The second stage, design experiment, involves testing the designed learning activities through a pilot experiment and teaching experiment. The third stage, retrospective analysis, compares actual classroom observations with the initial HLT to refine and validate the learning trajectory. The research subjects include seven grade VII students in the pilot experiment and 44 students from SMP Negeri 2 Mataram in the teaching experiment. Data collection methods include tests, observations, interviews, and documentation, with retrospective analysis used to generate a validated Local Learning Trajectory (LLT). The findings reveal several epistemological obstacles experienced by students, such as difficulties in applying fundamental arithmetic concepts (addition, subtraction, multiplication, division) within the context of linear equations. Students also struggled with concept recognition, representation, and interpretation of linear equations in various forms. The developed LLT proved effective, as students demonstrated improved understanding and were able to follow the learning sequence meaningfully. Retrospective analysis confirmed that the LLT successfully addressed and reduced students’ learning obstacles in mastering one-variable linear equations.

Astohar Astohar; Maualan Ihsan Yusufi Suyatno; Tri Sumiyanti; Selvi Okta Rosa

Jurnal Ekonomi dan Keuangan 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Village-Owned Enterprises (BUMDes) are established to support the improvement of the local economy. One of the recurring challenges faced by BUMDes is capital availability, which is essential for business expansion and achieving shared objectives. This study aims to analyze the effect of cognitive bias on investment decisions through reward-based investment balance as a mediating variable. The study employed a sample of 165 BUMDes distributed across the Pati Residency, using a combination of purposive sampling and cluster sampling, where the selected BUMDes represented each district and involved investors from the local community or community groups. Data were collected from BUMDes located in five districts within the Pati Residency, and the analysis was conducted using SMART PLS. The results indicate that cognitive bias has a direct and significant effect on community investment decisions as well as on reward-based investment balance. Furthermore, reward-based investment balance was found to have a direct effect on investment decisions. The findings also confirm that reward-based investment balance mediates the relationship between cognitive bias and investment decisions.

Silfi Oktariyani; Fauzia Nurul Fitri

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study to analyze the effect of Non Performing Loan (NPL), Capital Adequacy Ratio (CAR), and Net Interest Margin (NIM) on Return on Assets (ROA) with Operating Expenses to Operating Income (BOPO) as an intervening variable at PT Bank Rakyat Indonesia (Perser) Tbk. This research employs a quantitative approach using secondary data obtained from the annual financial statements of Bank BRI for the period 2015-2024. The data analysis method used in this study is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), which allows the examination of both direct and indirect relationship among variables in the research model. The independent variables consist of NPL, CAR, and NIM, the intervening variable is BOPO and the dependent variable is ROA. The results indicate that NPL has a positive effect on BOPO, suggesting that higher credit risk leads to increased operational costs. CAR and NIM have a negative effect on BOPO, indicating that adequate capital and effective interest income management improve operational efficiency contributes to increased bank profitability. The findings also confirm that BOPO mediates the relationship between NPL, CAR, and NIM on ROA. This study is expected to contribute to the academic literature on banking financial management and provide practical insights for bank management in enhancing operational efficiency and sustainable profitability.

Jusmawandi Jusmawandi

Konstruksi: Publikasi Ilmu Teknik, Perencanaan Tata Ruang dan Teknik Sipil 2026 Asosiasi Riset Ilmu Teknik Indonesia

The construction sector is an industry with a high level of work accident risk due to its dynamic and complex work characteristics. This study aims to examine the application of the Occupational Health and Safety (OHS) System and evaluate its effectiveness in mitigating risks at the Health Facility Building Construction Project (Project X) in Fakfak Regency. The research method used is a descriptive-analytical quantitative approach with purposive sampling of 25 respondents, including executors, supervisors, and field workers. Risk analysis was conducted using the Failure Modes and Effects Analysis (FMEA) method by measuring Severity, Occurrence, and Detection parameters to produce a Risk Priority Number (RPN). The results show that RPN values range from 52.35 to 452.30. The highest risk was found in the variable of limited safety signage in hazardous locations (RPN 452.30), which falls into the very high category. Additionally, 10 high-risk variables and 9 medium-risk variables were identified, dominated by technical, operational, and management factors, such as the use of heavy equipment by uncertified operators and weak implementation of Standard Operating Procedures (SOP) and OHS audits. This study concludes that the application of OHS in Project X is still reactive and requires strengthening risk-based safety management systems as well as improving workforce competence to achieve zero accident conditions.

Anasya Risquita; Desi Ika

Prosiding Seminar Nasional Ilmu Ekonomi dan Akuntansi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the effect of liquidity, company growth, and company size on firm value, with profitability as a mediating variable. These three independent variables are seen as internal factors that, theoretically, can influence firm value, both directly and indirectly through financial performance. This study employs a quantitative approach, using multiple linear regression analysis, path analysis, and Sobel tests to examine the mediation effect. The results show that liquidity has a significant effect on profitability, while growth and company size do not have a significant impact. Furthermore, the findings indicate that liquidity, growth, and company size do not directly affect firm value. However, profitability was found to significantly influence firm value and can mediate the relationship between liquidity and firm value. In contrast, profitability does not mediate the effect of growth or company size on firm value. These findings contribute to understanding the importance of profitability as a factor influencing firm value and provide insights into how internal company factors affect financial performance and firm value.

Madiana Madiana; Elpisah Elpisah; Devilla, Rego; Suarlin Suarlin

International Journal of Educational Development 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study investigates (1) the impact of the Flipped Classroom model on students’ learning independence in Social Studies, (2) its effect on Social Studies achievement, and (3) its simultaneous influence on both variables among Grade VIII students at SMPN 10 Satap Liukang Tangaya. A quantitative approach was applied using a quasi-experimental method with a Non-Equivalent Control Group Design. The sample comprised 33 students, with 17 assigned to the experimental class and 16 to the control class. Data collection instruments included a learning independence questionnaire, Social Studies achievement tests, observation sheets, and documentation. The data were analyzed through descriptive statistics, normality and homogeneity tests, paired samples t-tests, independent samples t-tests, and MANOVA using SPSS. The findings reveal that the Flipped Classroom model significantly enhances students’ learning independence, as evidenced by independent samples t-test results (Sig. < 0.05). It also significantly improves Social Studies learning outcomes, indicated by higher posttest scores in the experimental class compared to the control class (Sig. < 0.05). Furthermore, MANOVA results confirm a significant simultaneous effect on both learning independence and achievement (Sig. < 0.05). These results demonstrate that the Flipped Classroom model effectively improves the overall quality of Social Studies instruction for Grade VIII students.

Zulfa Zakiatul Hidayah; Erin Soleha

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Millennials aged 25 to 40 are currently the largest consumer group. Their dynamic lifestyles and social demands make them highly consumptive. The ease of obtaining credit, such as loans and credit cards, through advances in financial technology (FinTech) has further accelerated this trend. Unfortunately, exposure to social media that portrays a consumptive lifestyle encourages many of them to follow trends and buy non-essential items. The lack of financial literacy among young Indonesians often makes them unaware of the consequences of debt, which ultimately erodes the financial independence that is so badly needed in this era. This study aims to prove the relationship between Financial Technology, Lifestyle, and Self-Control that influence Debt Behavior. In addition, it is seen that men and women have different levels of self-control, and this is input for researchers to add gender as a moderating variable in their research. The research method used is a mixed method, more precisely a Sequential Explanatory Design, in which quantitative data is collected and analyzed, then combined with qualitative data to explain or enhance quantitative findings. Primary data was collected through questionnaires and interviews with experts, while secondary data was collected from articles and other reference data. The population used was the community in the city of Jakarta. The sample was collected using accidental sampling techniques, and the statistical test tool used Structural Equation Modeling (SEM) with SmartPLS software.

Victor Prasetya; Tri Handayani; Dala Noor Iftikhar; Yusuf Wijoyanto

Jurnal Pemimpin Bisnis Inovatif 2026 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.