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Analytics

I Putu Wisnu Segara; Luh Putu Mahyuni

Jurnal Manajemen dan Ekonomi Bisnis 2026 Pusat Riset dan Inovasi Nasional

This study aims to analyze the influence of incentives and physical work environment on employee performance with motivation as a mediating variable at the Denpasar City Cultural Office. This study uses a quantitative approach with a survey method. The research population was all employees of the Denpasar Cultural Office totaling 54 people, all of whom were sampled using saturated sampling techniques. Data were collected through a questionnaire with a Likert scale and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results of the study showed that incentives had a positive and significant effect on employee performance, while the physical work environment did not have a significant effect on employee performance. In addition, motivation has a positive and significant effect on employee performance. Mediation testing showed that motivation was able to mediate the influence of incentives on employee performance, but was unable to mediate the influence of the physical work environment on employee performance. These findings indicate that improving employee performance is more effective through providing the right incentives and increasing work motivation compared to improving the physical work environment alone.

Sri Rahayu

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to qualitatively analyze the impact of order cancellations and customer ratings on the performance, performance, and income of online motorcycle taxi (Gojek) drivers in the Slawi region. The research method used a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation of a number of active drivers. The results show that the high rate of order cancellations, both from customers and the system, negatively impacts driver income stability and reduces work time efficiency. Furthermore, customer ratings play a crucial role in determining driver access to orders, incentives, and account sustainability. Drivers with low ratings tend to experience decreased performance due to limited opportunities to receive orders. On the other hand, the pressure to maintain high ratings also affects drivers' psychological state and work strategies. This study concludes that order cancellations and customer ratings are crucial factors that are interrelated in influencing the work quality and welfare of online motorcycle taxi drivers. Therefore, fairer and more transparent platform policies are needed to maintain a balance between customer satisfaction and driver protection.

Yusnita Winaldea; Nurlathifah Thulfitrah B

Jurnal Pendidikan Dirgantara 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to evaluate the effectiveness of the Tahsin Qur'an program at Ma'had Al-Jamiah IAIN Kendari using the Goal Free Evaluation model. This evaluation emphasizes tangible results without being tied to the initial objectives of the program. This study uses a descriptive qualitative approach through observation, interviews, and documentation. The results indicate that the program has had a significant positive impact: participants showed improved reading ability in hijaiyah letters, mastery of basic tajweed, and increased self-confidence and spiritual closeness to the Quran. The high level of participant attendance and consistent enthusiasm for learning indicate active involvement in the learning process. The program has also proven to be able to create a conducive and sustainable learning community, even though it is run voluntarily without financial incentives. Several recommendations for development include the provision of advanced classes, improvement of learning materials, and increasing reach and wider support. This evaluation confirms that the andragogy-based tahsin learning approach is highly relevant for Quranic education for adults and deserves further development.

Joy Benjamin Rafael; Yuningsih Yuningsih; Lis Andriani

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

MSMEs can play a significant role in bolstering a community's economy, with their growth highly dependent on workforce performance. Effective leadership and appropriate incentives significantly enhance employee productivity, motivation, and engagement. The purpose of this study is to ascertain how employee performance in MSMEs in the Bantar Gebang market is impacted by knowledge-oriented leadership and incentives. 135 employees of MSMEs in the Bantar Gebang market were given paper questionnaires to complete in order to gather data. Validity and reliability tests were performed using SPSS version 27 for data analysis in this study. CFA with KMO, Anti-Image, and Factor Loading was used for the validity test; Kolmogrov-Smirnov was used for the normalcy test; multiple linear regression and t-tests were used for hypothesis testing. The findings supported hypothesis 1 by demonstrating that knowledge-oriented leadership significantly and favorably affected worker performance. Additionally, the data supported hypothesis 2 by demonstrating that rewards significantly and favorably impacted employee performance. Employees need to be encouraged by MSMEs leaders to expand their knowledge and abilities through a variety of experiences. MSMEs must put in place extra incentive programs to show their staff how much they are valued. MSMEs owners are required to evaluate and recognize staff members who exhibit strong initiative and go above and beyond the call of duty.

Bambang wido kristanto; Agus wibowo; Bambang wido kristanto

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

Indonesia has extraordinary resources and potential in developing renewable energy sources (RES), but various obstacles must be overcome in implementing RES. The purpose of this study is to analyze the gap in the application of RES. This gap includes energy knowledge, community participation, battery waste management, service quality, regulation, and legal policy. This study uses a mixed-methods approach, by conducting a structured questionnaire in quantitative data collection, while qualitative data collection through special interviews, focused group discussions, and conducting policy regulation analysis. The results show that 62% of people do not understand RES, 28% are involved in project planning, and 74% are unaware of SOP (standard operating procedures) regarding battery waste recycling. The results of the correlation analysis reveal a positive relationship between the level of knowledge and interest in RES (R = 0.56). Also, the developed community-based participation model includes initial involvement, transparency of information, and local incentives. These findings further strengthen the compatibility of the innovation diffusion theory, planned behavior theory, SERVQUAL, and the theory of public interest. This study will make a practical contribution through evidence-based strategies in increasing resilience, especially for policymakers and energy service providers. The impact of the policy aspects includes the need for large reforms, education, public campaigns, and the realization of battery waste management systems. This study also provides an opportunity for further study by expanding the geographical scope and related industrial sectors.

Ade Rahmat Ridwan; Agus Suradika; Hasanah Hasanah; Resky Nuralisa Gunawan

International Journal of Management Science and Entrepreneurship 2025 International Forum of Researchers and Lecturers

This study examines the effect of employee competency development, performance evaluation, and remuneration on employee performance at the Religious Affairs Offices (KUA) in West Jakarta. As a public institution responsible for delivering administrative and community religious services, KUA faces challenges in ensuring effective human resource performance amid bureaucratic constraints and limited performance-based incentives. The study aims to analyze how the three human resource management (HRM) dimensions competency development, evaluation, and remuneration affect overall employee performance. A quantitative explanatory research design was employed using a structured questionnaire distributed to 120 employees across eight KUA offices. Data were analyzed using multiple linear regression supported by descriptive and classical assumption tests. The results indicate that performance evaluation and remuneration have significant positive effects on employee performance, while competency development shows a positive but statistically insignificant effect. The model explains 49% of the variation in employee performance, suggesting that transparent evaluation systems and performance-based remuneration play a greater role than training programs alone in improving public service effectiveness. The findings contribute to strategic HRM theory by confirming that evaluation and reward mechanisms strengthen the link between competency and performance. It is concluded that integrating developmental, evaluative, and compensatory functions within a unified HR framework can enhance productivity and accountability in Indonesia’s public sector institutions.

Xiang Pi; Jacky Mong Kwan Watt

International Journal of Management and Digital Sciences 2025 International Forum of Researchers and Lecturers

The Impact of Development Trends and Policy Optimization of New Energy Vehicles (NEVs) on Consumer Usage Behavior in Guizhou explores the relationship between the evolving landscape of NEVs and consumer behavior in Guizhou, with a strong emphasis on environmental con-siderations. It argues that as consumers become more aware of environmental issues, their willingness to adopt NEVs increases, influenced by both government policies and social factors.   The study highlights how effective policy optimization—such as financial incentives and educational initiatives—can enhance the adoption of NEVs. Additionally, it underscores the role of social influence in shaping consumer at-titudes and behaviors toward sustainable transportation. By examining these dynamics within the context of Guizhou's natural environment, the research provides valuable insights into creating a more sustainable transportation framework that aligns with both consumer preferences and ecological goals, based on a sample of 390 consumers.

Liya Setiawati

International Journal of Islamic and Economic Education 2025 International Forum of Researchers and Lecturers

This study explores the intellectual and thematic evolution of green sukuk research within Islamic sustainable finance from 2015 to 2025. Using a hybrid methodological design that integrates the PRISMA-guided Systematic Literature Review with Watase Uake network analysis, the study identifies 17 core Scopus-indexed articles that collectively define the field’s conceptual and empirical development. Results reveal a three-phase evolution: (1) a formative stage emphasizing ethical legitimacy and Sharia compliance; (2) a transitional phase integrating pricing efficiency, market risk, and policy frameworks; and (3) a maturity phase characterized by econometric modeling, behavioral-finance integration, and sustainability governance. Thematic clusters extracted from bibliometric mapping include financial performance and market dynamics, institutional legitimacy and policy frameworks, behavioral intention and investor psychology, and technological innovation and ESG disclosure. Despite methodological advancement, the literature remains geographically concentrated in Malaysia and Indonesia and exhibits theoretical fragmentation across behavioral, financial, and institutional models. Findings highlight key research gaps involving contradictory evidence on yield–risk relationships, inconsistent behavioral determinants of investment intention, and insufficient integration of moderating or mediating mechanisms. The study advances theoretical pluralism by connecting the Theory of Planned Behavior (TPB), Institutional and Legitimacy Theory, and Resource-Based View (RBV) into an integrated model explaining how legitimacy, behavior, and strategic capability jointly drive green sukuk adoption. Policy implications emphasize the need for harmonized regulation, behavioral incentives, and digital transparency to strengthen credibility and accelerate sustainable-finance transformation in line with SDGs 7 and 13.

Salinding, Herlina; Yunus, Awaluddin; Mahmud, Musdalipa

Jurnal Riset Rumpun Ilmu Tanaman 2025 Pusat riset dan Inovasi Nasional

Dependence on chemical fertilizers has caused a decline in soil quality, groundwater contamination, and rising agricultural production costs due to unstable fertilizer prices. In recent years, frequent fertilizer crises have revealed the fragility of reliance on inorganic fertilizers within the national agricultural system. Hence, a transformation toward environmentally friendly and sustainable agriculture is urgently required. This study employed a scoring technique to analyze field observation data, which were narrated based on the written methodology. Respondents’ answers were categorized and classified according to their assumptions or opinions, with scores determined using a Likert scale. The Likert scale measures attitudes, opinions, and perceptions of individuals or groups regarding specific social phenomena. The results showed that key driving factors—such as affordable fertilizer prices, support from agricultural extension workers, and social encouragement from the community—achieved scores above 82%. This finding indicates that external conditions are quite favorable for promoting the use of organic fertilizers. However, major challenges remain, including the limited availability of organic fertilizers in the field and farmers’ long-standing dependency on chemical fertilizers. To address these challenges, it is essential to enhance the market availability of liquid organic fertilizers (POC) through collaboration between producers and farmer groups. Continuous technical assistance should be provided, including demonstration plots that display tangible improvements in rice yields using POC. Furthermore, government support in the form of targeted subsidies or special incentives for farmers transitioning to organic fertilizers is vital, while strengthening the role of farmer groups and agricultural extension workers as catalysts for the adoption of environmentally friendly innovations.

Septinadewi, Dea Ameliya; Listyani, Indah; Idris, Ahmad

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze the influence of work discipline, work motivation, and incentive provision on employee performance in the production department of PT Wonojati Wijoyo. The study employed an associative quantitative approach, with 65 respondents selected using a purposive sampling technique. Data were collected through a five-point Likert-scale questionnaire that passed validity and reliability tests. The data were analyzed using multiple linear regression with SPSS version 29, including classical assumption tests, t-test, F-test, and the coefficient of determination (R²). The results show that work discipline has a positive and significant effect on employee performance, while work motivation and incentive provision have no significant effect. However, simultaneously, the three variables significantly affect employee performance, with a coefficient of determination of 77.9%, indicating that the remaining 22.1% is influenced by other factors not included in the model. These findings highlight the importance of implementing human resource management policies that balance discipline, reward systems, and motivation programs to improve employee performance sustainably.

Bunga Paramita; Rabena Aprilla; Aqilla Lajnah Panayitsa; Siti Maisarah; Syabina Febri Fitriana +2 more

Jurnal Pengabdian kepada Masyarakat 2025 Pusat Riset dan Inovasi Nasional

Population growth and lifestyle changes in Indonesia have led to complex waste management issues, negatively impacting social, health, and environmental sustainability aspects. To address this, a sustainable management approach that actively involves community participation is necessary. The concept of a Waste Bank, based on the 3R principles (Reduce, Reuse, Recycle), emerges as a strategic, community-based solution. This community service program aims to encourage active community participation in the Waste Bank program in Tanjung Uban Selatan, Bintan Regency, while supporting the realization of a Smart City based on intelligent and participatory environments. The methodology used is a qualitative approach to gain in-depth understanding. Primary data collection was carried out through interviews, participatory observations, and documentation studies. Key informants were purposively selected from various stakeholders, including Waste Bank administrators, local government representatives, and community members. The results show that, although initially challenging to increase community participation, the program has had a significant positive impact. It successfully shifted the community's view of waste as a valuable economic resource. Quantitatively, this is reflected in stable income from the sale of high-quality inorganic waste, such as metals and electronic waste. The program also led to strategic innovations, including sustainable education, waste savings incentives, social media use, and the "Dasi Umat" empowerment program. The success of this program, strengthened by awards at the district and national levels, makes it a model for sustainable waste management focused on community empowerment and supporting smart city development.

Sri Defriani Br Sembiring; Suci Ramadani; Anton Sihombing

Saturnus: Jurnal Teknologi dan Sistem Informasi 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Employee performance appraisal is a crucial aspect of human resource management and development, as the evaluation results serve as the basis for managerial decision-making, including promotions, incentives, and career development. However, unstructured assessment sistems often hinder the objectivity, transparency, and accuracy of performance evaluations. This study aims to design and develop a web-based Decision Support Sistem (DSS) to assess the performance of Biller employees at the ULP PLN Kuala office by applying the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) method. TOPSIS was selected because it effectively addresses multi-criteria decision-making problems by comparing each alternative to both positive and negative ideal solutions. The evaluation criteria include invoice achievement, account return balance, and PAL balance. The sistem was developed using PHP as the programming language and MySQL as the database, ensuring integration and accessibility. The test results indicate that the sistem is capable of providing employee rankings in an objective and measurable manner. Based on the calculation, Tri Widodo achieved the highest score (0.8027), demonstrating the best performance among the evaluated employees. The implementation of this TOPSIS-based DSS makes the performance appraisal process more sistematic, efficient, transparent, and accurate, thereby contributing to the improvement of human resource management quality within the organization.

Diny Wulansari; Mundakir Mundakir

International Journal of Health and Social Behavior 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Employee performance is a critical determinant of service quality and operational success in hospitals. High-performing employees contribute directly to patient satisfaction, service efficiency, and overall institutional reputation. This study investigates the influence of intrinsic and extrinsic motivation on the performance of employees at Petrokimia Gresik Hospital, aiming to provide empirical evidence to guide strategic human resource management in healthcare settings. A quantitative research design was employed, with data collected using structured questionnaires. The respondents consisted of 85 permanent employees selected through simple random sampling, ensuring that the sample fairly represented the hospital's workforce. The questionnaire was designed to measure aspects of both intrinsic motivation (such as self-fulfillment, recognition, and meaningful work) and extrinsic motivation (such as salary, benefits, and job security), along with indicators of employee performance. Data were analyzed using multiple linear regression analysis to examine the individual and joint effects of the motivational variables on performance. The results revealed that both intrinsic motivation (β = 0.532, p < 0.05) and extrinsic motivation (β = 0.487, p < 0.05) had a statistically significant and positive impact on employee performance. The model showed that the combination of these two factors accounted for 68.2% of the variation in employee performance (R² = 0.682), indicating a strong explanatory power. These findings underscore the importance of a balanced motivational strategy in hospital management. Relying solely on financial incentives is insufficient; efforts must also be made to cultivate a positive and fulfilling work environment. Therefore, hospital administrators are encouraged to design integrated motivation programs that address both intrinsic and extrinsic factors to enhance employee engagement, productivity, and ultimately, the quality of healthcare services provided.

Ruzham Ruzham; Cut Nuraini; Abdi Sugiarto

International Journal of Mechanical, Electrical and Civil Engineering 2025 Asosiasi Riset Ilmu Teknik Indonesia

Changes in building functions in urban areas have become an inevitable phenomenon, especially in developing cities such as Binjai City. This study aims to analyze the factors influencing building function changes in the area, using a Mixed Methods approach that combines quantitative analysis through multiple linear regression and qualitative documentation based on field observations. Four independent variables were examined: inconsistency with the Spatial Plan (RTRW), accessibility, economic motivation, and law enforcement.The results show that economic motivation and accessibility have a significant influence on building function changes. Meanwhile, the variables of RTRW inconsistency and weak law enforcement did not show statistically significant effects. These findings are supported by visual field evidence indicating a massive conversion of building functions without effective spatial planning control. Photographic documentation reveals a tendency among the community to adapt building functions for economic activities in strategically accessible areas.The study concludes that building function changes in Binjai City are driven by economic needs and urban spatial dynamics that are not matched by supervision and enforcement of spatial planning regulations. Recommendations include strengthening spatial supervision, providing socio-economic-based incentives, simplifying permit processes, and implementing community-based public education. This research offers valuable contributions to adaptive urban planning while upholding the principles of spatial order and community aspirations.

Masturi Masturi; Hamdan Hamdan

International Journal of Management and Digital Sciences 2025 International Forum of Researchers and Lecturers

This study investigates the impact of cashless payment technologies, specifically e-toll and Garda Total Objek (GTO), on customer satisfaction and travel efficiency on the Tangerang-Merak Toll Road. The research demonstrates that the implementation of these technologies significantly enhances travel time efficiency and overall user satisfaction, providing a more seamless and convenient toll payment experience. Despite these positive outcomes, the study identifies several technical challenges that hinder optimal performance. Notably, there is an 18% transaction failure rate, primarily caused by malfunctions in card reader devices and server disruptions, which negatively affect the customer experience. In addition to technological reliability, the quality of service delivered by field staff and the degree of customer loyalty emerge as critical factors influencing sustained use of the digital payment system and overall satisfaction levels.The study underscores the importance of time efficiency and customer loyalty as key drivers for improving service quality and encouraging the widespread adoption of cashless systems. To address these challenges, the study recommends enhancing the reliability of payment devices and network infrastructure through regular maintenance and upgrades. Furthermore, the adoption of Multi-Lane Free Flow (MLFF) technology is suggested to allow toll transactions without stopping, thereby reducing traffic congestion and waiting times at toll plazas. Continuous staff training is essential to improve service response and technical troubleshooting. Additionally, customer loyalty programs offering incentives like discounts and rewards could increase user engagement. The study also emphasizes the need for increased public education on cashless payment systems and their features to minimize resistance and misunderstandings. Finally, ongoing monitoring and evaluation based on user feedback are critical for promptly addressing issues and sustainably improving customer satisfaction.

Eka Reza Saputra Widodo; Dewi Wahyuni K. Baderan; Marini Susanti Hamidun

Konstruksi: Publikasi Ilmu Teknik, Perencanaan Tata Ruang dan Teknik Sipil 2025 Asosiasi Riset Ilmu Teknik Indonesia

The buffer zone of BJ. Habibie Grand Forest Park (Tahura) in Bihe Village, Asparaga District, plays a strategic role in balancing environmental conservation and community agricultural activities. However, the widespread practice of monoculture corn farming and land clearing through burning threatens ecosystem sustainability and accelerates environmental degradation. This study aims to analyze farmers’ perceptions of buffer zone management and to identify the challenges and potential for transitioning to sustainable agricultural systems. A descriptive qualitative and quantitative approach was used through field observations, in-depth interviews, questionnaires, and document analysis. The findings indicate that most farmers possess basic awareness of the importance of conservation areas, but there are notable knowledge gaps regarding regulations and environmentally friendly practices. Although some farmers acknowledge the negative impacts of land burning and monoculture, economic limitations, inherited customs, and lack of technological support remain significant obstacles. Nevertheless, respondents expressed a high willingness to change their farming practices if provided with training and incentives. This study recommends a participatory strategy involving government bodies, conservation institutions, and academics to build farmers’ capacity and promote the adoption of sustainable agricultural technologies. A collaborative approach that considers the socio-economic realities of local communities is essential to ensure the long-term sustainability of the BJ. Habibie buffer zone without compromising farmers’ welfare.

Doranda Putri Farid Nurkamiden; Mitha Nopelyn Soga; Astrid Rifai; Nabila Kasim; Adinda I. Sujono +3 more

JURNAL EKONOMI MANAJEMEN AKUNTANSI 2025 sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

This study aims to analyze the employee training system at Toko Kue Hanania Food, particularly in improving product packaging skills and customer communication. Using the observation and documentation method, this research identifies that training is conducted through the On-the-Job Training method, where new employees learn directly in the workplace within one to three days. The results indicate that while this method is effective in accelerating employee adaptation, challenges such as lack of training documentation, limited trainers, and minimal evaluation and follow-up remain obstacles. Additionally, the company strives to manage training costs efficiently by utilizing internal resources and innovation in daily operations. To enhance training effectiveness, a more structured system is needed, such as the development of Standard Operating Procedures (SOPs) and providing incentives for employees who demonstrate performance improvements.

Julianti, Taliyah; Puspitaningrum, Devi; Hasna, Amelia Nilal; Shafrani, Yoiz Shofwa

Populer: Jurnal Penelitian Mahasiswa 2025 Universitas Maritim AMNI Semarang

This study aims to explore the implementation of the Balanced Scorecard (BSC) through the digital system "MyCore" in measuring and improving employee performance at Bank BRI Unit Sokaraja Tengah. Using a descriptive qualitative approach, data were collected through semi-structured interviews with key informants, observations of work practices, and analysis of internal documents (performance reports, SOPs). Data analysis was carried out through data reduction, data presentation, and drawing conclusions with verification through source triangulation. The research findings indicate that the "MyCore" system integrates four BSC perspectives (finance, customer, internal business process, learning & growth) with specific performance indicators that affect incentives and career development. The financial and customer perspectives appear to have a strong emphasis, reflected in the direct impact on incentives and bonuses. The implementation of internal business processes is supported by standardization through MyCore and technology adoption. The importance of the learning and growth perspective is realized through regular training programs and bootcamp interventions for low-performing employees, which have proven effective in improving subsequent evaluation scores. In general, the implementation of the BSC via MyCore creates a structured, transparent, and adaptive assessment mechanism, encouraging productivity and professionalism. The implications of this study emphasize the importance of a transparent performance evaluation system that has a direct impact on career development and incentives, while also demonstrating the effectiveness of structured interventions in improving employee performance at the micro banking unit level.

Widyadhana, Kun Aulia; Kirana DP, Rina Tjandra

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

Organizational fraud represents a significant global challenge, with estimated annual losses of 5% of revenue, totaling approximately US$4.7 trillion worldwide. This systematic literature review examines whistleblowing effectiveness as a fraud detection mechanism, analyzing the tension between its role as a transparency pillar and the retaliatory risks faced by whistleblowers. The study employed a qualitative Systematic Literature Review methodology, analyzing 25 peer-reviewed articles published between 2020-2025 from SINTA, Scopus, and registered E-ISSN journals. Literature was selected using keywords related to whistleblowing effectiveness, fraud detection, transparency mechanisms, and retaliation risk. Results demonstrate that whistleblowing systems significantly enhance fraud detection and prevention across both public and private sectors, with 24 of 25 reviewed studies confirming positive impacts. Effectiveness is influenced by individual attitudes, perceived behavioral control, organizational commitment, professional commitment, moral reasoning, and organizational culture. The integration of whistleblowing with forensic and investigative audit mechanisms creates a mutually reinforcing fraud detection framework. However, retaliation risk remains a substantial challenge, potentially undermining whistleblowing effectiveness. The study concludes that organizations must develop comprehensive whistleblower protection frameworks, cultivate supportive organizational cultures, ensure transparent report handling processes, and leverage technology to guarantee anonymity. A balanced approach between promoting transparency through whistleblowing and protecting whistleblowers from retaliation is essential for maximizing fraud detection effectiveness. Organizations are advised to integrate whistleblowing into comprehensive anti-fraud strategies with adequate protection mechanisms and whistleblower incentives.

Muhammad Firli Musaffa; Budi Prasetiyo

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This research investigates the impact of brand awareness and online customer reviews on purchase intention regarding Adidas products on the Shopee platform in Indonesia. The research background is founded on the growth of e-commerce and the intense competition present in Indonesia’s fashion industry. A quantitative method employing a survey approach was utilized, engaging 150 Shopee users who are familiar with Adidas products. Data analysis encompassed descriptive tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination, all performed using SPSS version 27. The results demonstrate that brand awareness and online customer reviews have a positive and significant effect on consumer purchase intention, both individually and collectively. These findings imply that greater brand awareness and the quality of reviews are associated with an increase in purchase intention for Adidas products on Shopee. This research offers insights for Adidas Indonesia regarding the significance of enhancing brand awareness and fostering authentic reviews through exclusive promotions, review incentives, and the use of the “Verified Purchase” feature. Future research should be encouraged to integrate additional variables such as price and product quality for a more comprehensive analysis