Business UHO : Jurnal Administrasi Bisnis

Pengaruh Pendapatan dan Media Sosial terhadap Keputusan Pembelian Produk Fashion Bermerek di Shopee: Peran Mediasi Citra Merek pada Perempuan Pekerja di Bandar Lampung

2026-04-14T00:34:19+00:00

The surge in branded fashion consumption is a result of the advancement of online retail, particularly among working women with financial independence and a tendency to use social media intensively. Using brand image as a mediator, this study investigates how income and social media influence consumer decisions to purchase branded fashion products on Shopee. A quantitative approach was employed in this study. A survey was conducted among 153 female employees in Bandar Lampung City. A purposive sampling method was used to conduct the survey. Data were analyzed using the Partial Least Squares Structural Equation Model with SmartPLS software. The results revealed that income had a positive and significant effect on purchasing decisions. Although social media did not directly influence purchasing decisions, brand image was positively influenced by social media. Furthermore, brand image significantly influenced purchasing decisions, and the overall influence of social media offset the influence of social media. The results revealed that social media more dominantly influenced brand perception and image than direct purchasing decisions. This study provides theoretical benefits by emphasizing the role of brand image as a psychological mechanism in fashion shopping in the marketplace. This also provides practical benefits for fashion businesses on Shopee by emphasizing social media strategies to create a consistent and confident brand image.

Turnover Intention Karyawan dalam Perspektif Social Exchange Theory: Peran Job Stress, Organizational Justice, dan Perceived Organizational Support

2026-06-10T03:28:06+00:00

The high rate of employee turnover has become a significant challenge for organizations, as it can disrupt operational stability and affect the sustainability of overall organizational performance. This situation not only influences productivity levels but may also generate various managerial consequences for the organization. For this reason, both organizational and psychological factors are considered to play an important role in shaping employees’ intentions to leave the organizations in which they work. This study aims to analyze the effects of Job Stress and Organizational Justice on employees’ Turnover Intention, while also examining the mediating role of Perceived Organizational Support from the perspective of Social Exchange Theory. The research adopts a quantitative approach using an explanatory research design. Data were collected through questionnaires distributed to 100 employees of PT Frasta Survey Indonesia who were selected using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares approach. The findings indicate that Job Stress has a positive effect on employees’ Turnover Intention, while Organizational Justice and Perceived Organizational Support have negative effects on Turnover Intention. In addition, Job Stress negatively influences Perceived Organizational Support, whereas Organizational Justice has a positive influence on Perceived Organizational Support. Perceived Organizational Support was also found to mediate the relationship between Job Stress and Organizational Justice with employees’ intention to leave. Overall, all hypotheses proposed in this study were supported. These findings suggest that improving Organizational Justice and Perceived Organizational Support, along with managing Job Stress effectively, can serve as important strategies for reducing employee turnover tendencies within organizations

Sustainable Marketing Innovation and Competitive Advantage in SMEs: A Conceptual Review from the Resource Capability-Based Perspective

2026-04-22T02:21:19+00:00

Abstract

This research investigates the ways in which marketing practitioners respond to rapid social, economic, and environmental changes driven by economic instability, income inequality, and environmental degradation. By reviewing the marketing literature in the areas of environmental conservation, social development, and economic growth, this study aims to enhance understanding among marketing professionals. This conceptual, literature-based study synthesizes prior research on sustainable marketing and marketing innovation to examine how sustainability-oriented strategies can be aligned with competitive objectives. The study proposes a conceptual framework that positions sustainable marketing innovation as a strategic mechanism for achieving competitive advantage. The findings suggest that integrating sustainability considerations into marketing innovation enables firms to reconfigure their marketing resources and capabilities in response to social, economic, and environmental pressures. This study contributes to the sustainable marketing literature by clarifying the strategic role of sustainable marketing innovation and offering conceptual insights for marketers in designing sustainability-oriented marketing strategies beyond normative commitments.