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Siti Salma Nur Izati; Munawaroh Munawaroh

JURNAL RISET MANAJEMEN DAN EKONOMI 2025 Institut Teknologi dan Bisnis (ITB) Semarang

An organization is a setting where individuals can unite and work together to accomplish shared goals, vision, and mission. A company's human resources (HR) play a major role in its success, and having talented employees can offer the organization a competitive edge. The ability of both individuals and groups to collaborate, communicate, and maintain discipline has a significant impact on an organization's effectiveness. Extracurricular activities by employees, such supporting colleagues and upholding work ethics, also help the company reach its objectives. To inspire and guide subordinates to collaborate in the face of difficulties, effective leadership is required. Ability, motivation, and interest all affect employee performance, which is also impacted by company culture, which reflects common standards and values. Employee performance and business success can both be enhanced by a positive corporate culture.

Lea Berliana Jeni Salih; Dania Salsabela; Tries Ellia Sandari

JURNAL RISET MANAJEMEN DAN EKONOMI 2025 Institut Teknologi dan Bisnis (ITB) Semarang

Like a professional accountant, in carrying out the audit function, he is obliged to comply with the work code of ethics and audit financial statements through ethical norms or applicable auditing standards. In carrying out work, an accountant must ensure that every action taken is in line with established moral standards. This code of ethics is based on the goal of maintaining public confidence in high quality services, regardless of who is performing those services. including their expert practice, fraud auditors are also obliged to implement the rules and ethics that are of interest to them, as a manifestation of the public's confidence in the integrity of the accounting profession. While performing all phases of a fraud audit, fraud auditors must still adhere to the applicable ethical rules. Basically, they must demonstrate an attitude of diligence and honesty in carrying out audit tasks to ensure objective and accountable results.

Nabillatus Syuchriah; Suwandi Suwandi

JURNAL RISET MANAJEMEN DAN EKONOMI 2025 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to evaluate the impact of compensation on employee performance, with remuneration serving as a moderating variable in this relationship. A quantitative approach using the SEM PLS method was employed, involving 60 employees of PT. Yani Putra Ekspres selected through purposive sampling. The findings reveal that compensation has a significant effect on employee performance and can enhance motivation. However, other factors, such as job satisfaction and the work environment, were found to have a more dominant influence on performance. Additionally, remuneration proved to be an effective moderating variable in the relationship between compensation and employee performance. Therefore, it is recommended that the company pay greater attention to other aspects, such as human resource management, organizational culture development, and the creation of a supportive work environment, to sustainably improve employee performance.

Siti Aulia Nurmedina; Dewi Sagita; Syamsul Hidayat

JURNAL RISET MANAJEMEN DAN EKONOMI 2025 Institut Teknologi dan Bisnis (ITB) Semarang

This study aims to analyze adolescent girls' perceptions of skin whitening products containing niacinamide, an active ingredient known to have skin brightening and hyperpigmentation reduction benefits. This study used a quantitative approach with a survey method, involving 100 adolescent girls aged 15-21 years old in the city of Serang. Data was collected through a questionnaire that measured factors such as brand awareness, belief in product benefits, and the influence of social media in purchasing decisions. The results showed that the majority of respondents had positive perceptions of products containing niacinamide, especially regarding their safety and effectiveness. However, there are concerns regarding possible long-term side effects. Social media plays a significant role in shaping respondents' opinions through consumer reviews and influencer recommendations.

Glenn Sendjaja; Muhammad Syahroni; Refy Febri Pratama; Zulfi Nashrullah; Ujang Suherman

JURNAL RISET MANAJEMEN DAN EKONOMI 2025 Institut Teknologi dan Bisnis (ITB) Semarang

Micro, small, and medium enterprises (MSMEs) in Indonesia hold a significant position in the economy; however, they frequently encounter obstacles in making efficient decisions. The study of decision-making theory focuses on identifying the optimal alternatives to achieve specific objectives. This process entails recognizing problems, collecting relevant data, and assessing various options. Different approaches are utilized, such as rational theory, which emphasizes cost-benefit analysis, and incremental theory, which prioritizes gradual adaptations to prior decisions. Moreover, cognitive elements and social settings influence decision-making, with the bounded rationality model underscoring the constraints of available information and individual cognitive capacities. Studies indicate that implementing decision-making theories can assist MSMEs in overcoming limitations in accessing information and analytical resources. Management information systems (MIS) are instrumental in enhancing both the efficiency and effectiveness of decisions while also promoting business sustainability in the digital age. By comprehending and integrating these theories, MSMEs can elevate the quality of their decision-making processes and strengthen their competitiveness in the global market.

Yeni Nuraeni; Wanda Adwi Kurnia; Vriska Nadilla Handayani; Kezia Citra Kirana; Siti Nailatus Syifa +1 more

Jurnal Nakula : Pusat Ilmu Pendidikan, Bahasa dan Ilmu Sosial 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This journal studies Project Based Learning (PjBL) as one of the innovative learning strategies that use projects or activities as a means of learning to improve students' learning motivation, learning outcomes, knowledge, and skills. The method used in this study is a qualitative approach with literature studies, namely by collecting and analyzing data from various scientific journals, articles, and relevant literature that discuss PjBL, active learning strategies, student learning motivation, and achievement of learning outcomes at various levels of education, especially at the elementary school level. The results of the study show that the implementation of PjBL has proven to be effective in increasing students' learning motivation because this approach emphasizes active involvement, collaboration, a sense of responsibility, and the development of students' creativity during the learning process. More than that, this strategy allows students to learn through hands-on experience and real-world problem-solving, thus making the learning process more contextual, fun, and meaningful. In addition to increasing motivation, PjBL also contributes significantly to improving learning outcomes, because students understand the material more easily when it is associated with daily life. These findings affirm the importance of implementing project-based learning strategies as an alternative learning model relevant to the needs of the 21st century, emphasizing critical thinking, communication, collaboration, and creativity (4C) skills. Therefore, this study recommends that teachers and educators integrate the PjBL approach systematically and structurally in learning planning and in the curriculum to improve the quality of education, student involvement, and learning outcomes in a comprehensive, effective, and sustainable manner.

Anita Firdaus; Afakhrul Masub Bakhtiar; Ismail Marzuki

Jurnal Nakula : Pusat Ilmu Pendidikan, Bahasa dan Ilmu Sosial 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to determine the effect of the use of the Paired Story Telling learning model on the narrative essay writing skills of grade V students of MI Assa'Adah Bungah for the 2024/2025 Academic Year. The problems raised in this study focus on the low ability of students to write narrative essays in a sequential, interesting, and correct structure. The Paired Story Telling model was chosen because it is considered to increase students' interest and active involvement in learning to write by retelling the content of the story with their partners. The method used in this study is a pseudo-experiment with between subject design. The sample in this study consisted of two classes, namely the experimental class that was given treatment using the Paired Story Telling model, and the control class that was not given special treatment and still used conventional learning methods. The research instrument is in the form of a narrative essay writing test that has gone through a validity and reliability test. The population in this study is all students of class V MI Assa'Adah Bungah for the 2024/2025 Academic Year which totals 42 students. The data analysis technique used a t-test which showed that there was a significant difference between student learning outcomes in the experimental class and the control class. The results of the hypothesis test showed that the significance value was 0.000 < 0.05 which means that H₀ was rejected and Hₐ was accepted. Thus, it can be concluded that the use of the Paired Story Telling model has a significant effect on improving students' narrative essay writing skills. These findings suggest that collaborative learning models such as Paired Story Telling can be used as an alternative strategy in effective writing teaching in elementary schools.

Artha Kariasmarico; Maroni Maroni; Emilia Susanti

Jurnal Nakula : Pusat Ilmu Pendidikan, Bahasa dan Ilmu Sosial 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

Criminal money substitution is a very important instrument and has a crucial role in efforts to recover state losses caused by corruption crimes. Through this mechanism, the state seeks to recover losses incurred due to corruption. Although there are provisions that regulate the crime of substitute money, the implementation of the substitute money policy in Indonesia is considered ineffective in restoring state losses due to corruption. The main problem in this study is how the substitute money policy in corruption in Indonesia today and how the construction of the substitute money criminal policy in the perspective of criminal law reform. The methods used in this study are normative juridical and empirical juridical which are research methods that combine normative legal elements with the addition of empirical data. The data sources used in this study are primary data and secondary data. Data was collected through literature studies and field studies. Based on the results of this study, it can be seen that the policy is considered not to clearly explain how the mechanism for recovering state losses through the penalty of substitute money is related. In practice, currently the return of state losses through the imposition of penalty money in lieu has not been effective. This is because there are still many obstacles. Some of the obstacles in the implementation of this substitute money crime are the limitations of law enforcement officials, lack of coordination between institutions, and the inability to trace and confiscate the assets of perpetrators of corruption crimes. In addition, another obstacle faced at the time of execution is the inability of the perpetrator to return state losses caused by corruption crimes. This is what causes the maximum implementation of the substitute money criminal policy. The construction of the substitute money criminal policy in the perspective of criminal law reform, namely the substitute money policy must be able to enforce the law in Total Enforcement or at least in Full Enforcement, namely demanding the return of all state losses caused by corruption crimes as a whole without any legal loopholes that allow convicts to evade.

Ulia Fadhilah; Yustiani Frastika; Iksan Saifudin

Kalao’s Maritime Journal, 2025 Politeknik Pelayaran Sulawesi Utara

The process of issuing a Grosse Akta (Grosse Deed) at the Parepare Class III Harbormaster and Port Authority Office is crucial for ensuring the legality of fishing vessels operating in the region. However, several obstacles often arise, slowing the process and increasing the administrative burden on fishermen. One major obstacle is incomplete documentation, which hinders the smooth running of the administrative process. Many fishermen do not fully understand the required documents and administrative procedures. This results in longer processing times for issuing a Grosse Akta. Technical issues also contribute to a hindering process, particularly those related to systems that are not yet well integrated. The continued use of manual recording in some parts of the process often leads to errors or inaccuracies in vessel data processing. Furthermore, a shortage of trained experts in handling administrative documents also contributes to the delay in completion times. To address these obstacles, this study suggests several strategic steps that can be taken to improve the efficiency of issuing a Grosse Akta. A comprehensive and easily understood guide for fishermen will assist them in properly preparing the required documentation. Simplifying the document format can also speed up the process, while improving consultation and help desk services will provide faster assistance to fishermen experiencing difficulties. Furthermore, digitizing the document management system will speed up workflows and reduce reliance on error-prone manual record-keeping. These steps are expected to improve the efficiency of the Grosse Akta publication process and provide better service to fishermen. By implementing these strategies, it is hoped that the Grosse Akta publication process will be more transparent and easily accessible to all fishermen.

Feriansyah Feriansyah; Santun Irawan; Stevian Geerbel Adrianes Rakka

Kalao’s Maritime Journal, 2025 Politeknik Pelayaran Sulawesi Utara

The purpose of the author's observation were to the system and licensing process of foreign ship crew at PT. Pelayaran Batam Samudra. The type of observations used by the author are qualitative and descriptive. In broad terms, the system and procedures for the licensing of foreign ship crews begin with the first step, which is the manufacture of a dahsuskim as a basis for employing foreigners as ship crew operating in the waters of Indonesia. After the completion of the 'dahsuskim,' the next step is the process of creating the COR. The COR, serves as recognition of the skills and qualifications of the foreign ship crew. The next process is the issuance of the IMTA. which is required as an official permit to employ foreign workers. Subsequently, when foreign ship crew members intend to leave Indonesian territory due to the expiration of their contracts, the next process is the handling of EPO  to facilitate their departure from Indonesia. Challenges faced by the authors in the licensing process include a lengthy licensing processing time, document discrepancies, lack of coordination, and limited human resources, which can result in obstacles in the licensing process. To address these issues, it is essential to improve coordination between agents and ship owners, conduct regular checks on licensing requests, and increase the number of agents to facilitate the licensing process for the foreign ship crew.

Indah Berliana Br. Sinaga; Frisca Mareyta Pongoh; Kriswanto Kriswanto; Iksan Saifudin; Yeddy Teddy Ombuh

Kalao’s Maritime Journal, 2025 Politeknik Pelayaran Sulawesi Utara

To support the smooth operation of maritime transportation, particularly in the transportation of liquids such as FAME oil, factors that can influence cargo loss must be properly managed. Deterioration in quality or loss of cargo volume can occur for several technical and non-technical reasons. One of the main factors causing FAME cargo loss is a leak in the ship's hull or poorly maintained tank structures, resulting in partial cargo loss during the voyage. Furthermore, inappropriate vessel characteristics, such as suboptimal carrying capacity, are also a major cause of cargo loss. Inaccurate unloading and unloading procedures, such as careless handling, also contribute to this problem. The impact of FAME cargo loss is significant, both financially and on the company's reputation. Claims received from charterers regarding losses can be detrimental to the company, and decreased customer confidence can impact shipping volumes and revenue. To minimize the risk of cargo loss, companies need to implement effective strategies, such as routinely inspecting vessels and storage tanks to ensure there are no leaks. Training crews in proper loading and unloading procedures is also crucial to avoid human error that can lead to losses. Implementing a regular visual and technical inspection system will improve operational quality and minimize cargo loss during FAME transportation. Furthermore, the use of more advanced monitoring technology, such as sensors to detect leaks or changes in tank pressure, can help detect problems early. Data-driven maintenance management systems can also be used to monitor vessel condition and optimize maintenance schedules, thereby reducing the risk of damage that could lead to cargo loss.

Gery Lodres Simarmata; Santun Irawan; Stevian G.A. Rakka

Kalao’s Maritime Journal, 2025 Politeknik Pelayaran Sulawesi Utara

Indonesia, as the largest archipelagic country in the world, has inter-island waters that are part of the sovereign territory of the Republic of Indonesia, in accordance with the provisions of Law Number 17 of 2008 concerning Shipping. This law covers various regulations related to maritime activity standards, including safe manning. Safe manning is the determination of the minimum number of vessels on duty required to ensure the safe and effective operation of a vessel. The purpose of implementing safe manning is to maintain the safety of the vessel, passengers, and cargo, and to prevent accidents or incidents at sea. This study aims to highlight the important role of optimizing safe manning in shipping safety. Optimizing the validity period of safe manning documents can help shipowners or charterers save costs, especially in managing ship documents. It also ensures that the required number of crew members complies with applicable standards and is well-trained to handle situations that occur during shipping. Furthermore, safe manning is not only related to the number of crew members, but must also comply with the training and certification standards stipulated in the STCW Convention issued by the International Maritime Organization (IMO). With the implementation of this system, it is hoped that all parties involved in shipping operations will be able to manage ship documents more efficiently while simultaneously improving shipping safety. This innovation will provide significant benefits for shipowners in maintaining the operational quality of their vessels. Optimizing safe manning can also reduce legal risks and enhance the shipping company's reputation in the eyes of regulators and clients. By consistently implementing this standard, companies can improve operational efficiency while remaining compliant with applicable international regulations.

Endia Rahman; Santun Irawan; Stevian Geerbel Adrianes Rakka

Kalao’s Maritime Journal, 2025 Politeknik Pelayaran Sulawesi Utara

This study also demonstrates the importance of coordination between the engineering, nautical, and logistics departments in ensuring a smooth spare part procurement process. Each part of the process, from ordering to delivery, has its own mechanisms that must be adhered to to ensure smooth vessel operations. The ordering process begins with the identification of spare part requirements submitted by ship staff, which are then forwarded to the relevant departments for evaluation and approval. After the evaluation process, a purchase order is created and sent to the selected supplier. Despite these well-established procedures, challenges arise related to timely delivery, which can sometimes impact vessel operations. Another major obstacle is issues arising from inaccurate implementation of SOPs in handling procurement. Several deficiencies in the implementation of standard operating procedures (SOPs) cause delays in the procurement process, impacting vessel operations. To address these challenges, the company is conducting more thorough planning for ship spare part requirements by ensuring that all procurement follows established SOPs. Furthermore, vessels are also required to provide regular feedback to the company regarding their required spare part requirements. In this way, the company is expected to minimize delays and ensure that spare parts procurement can be carried out efficiently and on time, which will ultimately support the smooth operation of the ship as a whole. Furthermore, the company is also striving to improve relationships with suppliers by conducting more intensive communication and ensuring that all suppliers understand the quality standards and expected delivery timeliness. These efforts aim to reduce the likelihood of delays and ensure the availability of needed spare parts.

Astrin Aprilia Umasugi; Astika Ramadhani; Emy L.Tatuhey; Umasugi, Astrin Aprilia; Ramadhani, Astika +1 more

JUISI : Jurnal Ilmiah Sistem Informasi 2025 LPPM Universitas Sains dan Teknologi Komputer

This study aims to design and develop a web-based Library Information System at the Sepuluh Nopember University of Papua to support the digitalization of library services in a more efficient and integrated manner. The development method used is the Waterfall model, with a UML-based modeling approach that includes Use Case, Activity, and Class Diagrams. The system is equipped with various features such as book and member management, QR Code-based borrowing and returning, statistical dashboards, automatic report printing, and password encryption using bcrypt to ensure data security. Testing was conducted using the Black-box Testing method to validate that all core functionalities operate as required, and performance testing was performed using Apache JMeter to measure system response time. The results indicate that the system runs stably, with response times within the normal range. However, there are still some limitations, including the absence of an implemented audit log for user activity tracking and the lack of full-scale testing in a production environment. Therefore, this system is expected to serve as an adaptive digital solution in supporting modern library services, especially in Eastern Indonesia.

Irene Magdalena Hutabarat; Yuliana Prameswari; Ardan Fikriansyah

International Bussines and Management Journal 2025 STIE Anindyaguna

This study investigates the interrelationship between digital collaboration platforms, sustainable supply chain integration, and organizational resilience across emerging economies. As global supply chains face increasing uncertainty and environmental challenges, digital transformation has become a strategic necessity for building sustainable and adaptive business networks. Using a quantitative research approach with data collected from multiple countries, the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the hypothesized relationships among key variables. The results reveal that digital collaboration significantly enhances sustainable supply chain integration by improving transparency, coordination, and real-time information sharing among partners. Furthermore, sustainable supply chain integration is found to mediate the relationship between digital collaboration and organizational resilience, indicating that technology-driven collaboration must be complemented with sustainability-oriented practices to achieve long-term resilience. The findings also demonstrate consistent patterns across emerging economies, suggesting that the integration of digital and sustainable strategies represents a universal model for organizational strength and adaptability. This research contributes to the growing body of knowledge on digital transformation and sustainability by providing empirical evidence of their synergistic impact on resilience. It offers practical implications for managers and policymakers seeking to enhance competitiveness and sustainability through digital collaboration within complex global supply chain systems.

Melati Kusumawardhani; Bagus Pramudito; Clara Novita Siregar

International Bussines and Management Journal 2025 STIE Anindyaguna

This study explores the dynamic relationship between top management commitment (TMC), institutional pressures, and competitive advantage within the context of circular economy (CE) adoption in emerging manufacturing firms, focusing on firms in Indonesia and Vietnam. The research examines how TMC mediates the effects of coercive, normative, and mimetic institutional pressures on the adoption of CE practices and how this relationship, in turn, influences competitive advantage. A quantitative approach was used, collecting data from 280 manufacturing firms through structured surveys and in-depth interviews with top executives and sustainability managers. The findings highlight that TMC plays a significant mediating role in driving the adoption of CE practices, particularly under institutional pressures. Coercive and normative pressures were found to have a direct influence on CE adoption, while mimetic pressures exerted an indirect effect, especially when coupled with other pressures. Furthermore, TMC was shown to strengthen the link between CE adoption and competitive advantage, improving resource optimization, operational efficiency, and customer loyalty. The study underscores the critical role of leadership in navigating external pressures and integrating sustainability into the core business strategy, offering a competitive edge in the global market. The implications of these findings are particularly relevant for manufacturing firms in emerging markets, suggesting that top management’s strategic commitment to sustainability can drive long-term value and foster a competitive advantage through the adoption of circular economy practices. Future research should consider expanding the study to other industries and geographic regions to further understand the broader applicability of these findings.

Hanifah Putri Ramadhani; Rizky Admaja; Maria Christin Lumban Gaol

International Bussines and Management Journal 2025 STIE Anindyaguna

This study explores the influence of Corporate Social Responsibility (CSR) on brand equity through consumer trust across five ASEAN countries: Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. In today's global market, CSR is recognized as a vital strategy for multinational corporations (MNCs) seeking to enhance brand loyalty, reputation, and consumer trust. The research adopts a quantitative approach, using a survey administered to 400 consumers to measure perceptions of CSR, trust, and brand equity. Structural Equation Modeling (SEM) was employed to analyze the data and test the mediating role of consumer trust in the relationship between CSR activities and brand equity. The results indicate that CSR initiatives, particularly those focused on environmental sustainability and community engagement, significantly enhance consumer trust. This trust, in turn, positively influences brand equity, emphasizing the critical role of CSR in building long-term consumer relationships. Additionally, the study highlights the importance of cultural sensitivity in CSR strategies, with varying perceptions of CSR across the five ASEAN countries. Collectivistic cultures such as Vietnam and Thailand responded more positively to CSR activities that focused on community welfare, while individualistic cultures like Indonesia and the Philippines valued transparency and ethical practices. These findings suggest that MNCs must tailor their CSR strategies to align with local cultural norms and consumer expectations to maximize their impact on consumer trust and brand equity. The study provides valuable insights for MNCs operating in diverse markets, emphasizing CSR as a strategic tool for enhancing corporate value and brand loyalty.

Siti Nurhalimah; Andika Prasetyo; Lestari Widyaningsih

International Bussines and Management Journal 2025 STIE Anindyaguna

The rise of remote work flexibility, accelerated by the COVID-19 pandemic, has reshaped traditional work environments, offering employees increased autonomy in balancing personal and professional responsibilities. However, the impact of remote work flexibility on employee productivity remains a topic of debate among scholars and practitioners. This study aims to explore how remote work flexibility influences employee productivity, with a particular focus on the moderating role of work-life balance (WLB). A quantitative, cross-sectional survey was conducted, targeting 500 professionals working in the technology and service sectors across multiple countries, including the US, UK, and Indonesia. The independent variable of remote work flexibility was measured by the frequency and type of flexibility offered, while employee productivity was assessed through self-reported performance indicators and manager evaluations. WLB served as the moderator, assessed by participants' ability to manage work and personal life without conflict. The study utilized hierarchical regression analysis to test the moderating effects of WLB on the relationship between remote work flexibility and productivity. Preliminary results suggest that employees with greater flexibility report higher productivity, particularly when they experience high levels of work-life balance. Statistical tests will further determine the strength and significance of this moderation effect. In the discussion, the findings are interpreted through the lens of the Job Demands-Resources (JD-R) theory and work-life integration theory, highlighting how flexibility and WLB interact to influence productivity across different cultural and economic contexts. The study provides practical recommendations for HR and management, emphasizing the need to establish clear boundaries for flexible work arrangements and integrating WLB into organizational policies to maximize productivity and employee well-being.

Arif Pratama; Maya Lestari; Rahma Ayuningtyas

International Bussines and Management Journal 2025 STIE Anindyaguna

This study explores the relationship between entrepreneurial orientation (EO), knowledge sharing, and innovation performance (IP) in digital startups operating in emerging innovation ecosystems, specifically in Indonesia, Singapore, and Malaysia. As digital startups face unique challenges and opportunities in rapidly changing markets, understanding the factors that drive innovation is crucial for their long-term success. The study utilizes a quantitative survey approach, collecting data from 250 startup founders across the three countries. The research aims to assess how EO influences innovation performance and the mediating role of knowledge sharing in this relationship. The findings reveal that EO, particularly dimensions such as innovativeness, proactiveness, and risk-taking, significantly impacts innovation performance. Furthermore, knowledge sharing is found to play a key role in enhancing this relationship by facilitating the exchange of ideas and best practices within the organization. The results highlight the importance of fostering a knowledge-sharing culture within startups to accelerate innovation. Additionally, the study underscores the need for digital startups to develop a strong entrepreneurial orientation and engage in collaborative knowledge-sharing practices to remain competitive in dynamic environments. The implications of this research are significant for startup founders, ecosystem developers, and policymakers, who can foster environments that support innovation through the promotion of EO and knowledge sharing. The study also acknowledges the limitations of focusing on specific countries and the reliance on self-reported data, suggesting that future research could explore these dynamics in other regions and industries.

Sutarjana, Ni Made Prayogi Wahyu; Ekawati, Ni Wayan Ekawati

Abstract. The shift in consumer behavior from offline to online platforms has significantly accelerated the growth of e-commerce in Indonesia, fundamentally transforming how businesses interact with their customers. Luxcrime, a local cosmetic brand, has responded to this digital evolution by integrating an augmented reality (AR) virtual try-on feature through the Shopee marketplace. This feature is a key component of the brand's digital marketing strategy aimed at enhancing customer engagement, interactivity, and purchase decision-making processes. This study investigates the mediating role of perceived enjoyment in the relationship between AR virtual try-on experiences and consumers' purchase intention toward Luxcrime products on Shopee, specifically in Denpasar City. A total of 100 respondents were surveyed using offline questionnaires with purposive non-probability sampling. The research adopts a combined theoretical framework—Stimulus-Organism-Response (SOR) theory and the Technology Acceptance Model (TAM)—to better understand consumer psychological responses and behavioral outcomes in digital environments. The collected data were analyzed using path analysis via SPSS version 26.0. The results show that all hypotheses are supported: AR virtual try-on has a significant and positive impact on both perceived enjoyment and purchase intention. Furthermore, perceived enjoyment plays a partial mediating role between AR try-on and purchase intention, indicating that enjoyment enhances the persuasive power of virtual product interactions. The study concludes that AR features should not only serve a functional purpose but also evoke positive emotional experiences to maximize their impact. Luxcrime is advised to continue improving the quality, realism, and interactivity of its AR features to increase consumer satisfaction and conversion rates in a competitive digital marketplace.