Jurnal Terapan Ilmu Manajemen dan Bisnis

THE IMPACT OF WORKLOAD, STRESS MANAGEMENT, AND WORK-LIFE BALANCE ON EMPLOYEE PRODUCTIVITY AT ADVENT HOSPITAL MEDAN

Dorkas Rama Widya Siregar — 2025-06-04

This study aims to examine the impact of workload, stress management, and work-life balance on employee productivity at Rumah Sakit Advent Medan. The research employs a descriptive quantitative approach with a sample size of 81 respondents. Based on the t-test hypothesis results, it is concluded that workload has a significant impact on productivity, with a t_value (-2.786) < t_table (1.292) and a significance value of 0.007 < 0.10. Stress management significantly influences productivity, with a t_value (4.801) > t_table (1.292) and a significance value of 0.001 < 0.10. Additionally, work-life balance has a positive and significant effect on productivity, with a t_value (2.520) > t_table (1.292) and a significance value of 0.014 < 0.10. The F test results indicate that workload, stress management, and work-life balance simultaneously have a significant effect on productivity, with an F_value (10.195) > F_table (2.156) and a significance value of 0.001 < 0.10. Based on the coefficient of determination analysis, the adjusted R-square value is 0.256 or 25.6%, meaning that workload, stress management, and work-life balance explain 25.6% of employee productivity, while the remaining percentage is influenced by other variables or factors.

THE EFFECT OF EXPERIENTIAL MARKETING ON WORD OF MOUTH WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE (CASE STUDY AT SRIVIJAVA COFFEE)

Aditya Liliyan — 2025-06-04

This study aims to analyze the effect of experiential marketing on word of mouth, with customer satisfaction as a mediating variable, in the context of Srivijava Coffee consumers. The research is based on the importance of customer experience in shaping satisfaction and encouraging positive communication behavior among consumers. A quantitative research method was employed using Structural Equation Modeling (SEM), with primary data collected through questionnaires distributed to 100 respondents. Data analysis was conducted using R software with the Maximum Likelihood estimation method. The results show that experiential marketing has a positive and significant effect on customer satisfaction, with a standardized estimate value of 0.738. Furthermore, customer satisfaction significantly influences word of mouth (0.349), and experiential marketing also has a direct impact on word of mouth (0.464). These findings indicate that customer satisfaction partially mediates the relationship between experiential marketing and word of mouth. The R-squared values of 0.544 for customer satisfaction and 0.576 for word of mouth demonstrate that the model has a strong explanatory power for the dependent variables. The model fit indices also indicate a good fit, with CFI = 0.973, TLI = 0.969, RMSEA = 0.046, and SRMR = 0.044. The study concludes that enhancing customer experience significantly increases satisfaction, which in turn encourages customers to recommend Srivijava Coffee to others. Therefore, it is recommended that management continues to strengthen high-impact aspects of experiential marketing, such as service quality, store atmosphere, and emotional interaction with customers.

Artificial Intelligence: GEN Z Auditing Students of Universitas Advent Indonesia

Judith Gallena Sinaga — 2025-06-04

This study explores the relationship between Gen Z auditing students and artificial intelligence (AI), focusing on their competencies, awareness, and frequency of AI tool usage. Utilizing a qualitative research method, questionnaires were distributed to 50 auditing students at Universitas Advent Indonesia through Google Forms. The instrument was designed around four key perspectives: AI competencies, most used AI tools, level of AI awareness, and frequency of AI use in academic tasks. Respondents were selected using purposive sampling to ensure relevance, with ethical standards upheld through voluntary participation and data confidentiality. Findings reveal that while auditing students frequently use AI tools—particularly ChatGPT for tasks like communication, brainstorming, report writing, and presentation creation—their overall AI competence remains moderate, and their awareness tends to be surface-level, focusing more on tool usage than on understanding underlying principles or ethical implications. This highlights a clear gap between usage and mastery. As the future of the auditing profession becomes increasingly intertwined with AI, it is essential to enhance students’ digital literacy and critical understanding of AI’s capabilities and limitations. The study concludes that while Gen Z auditing students are technologically engaged, targeted educational interventions and curriculum development are needed to ensure their future relevance and leadership in a digitally evolving accounting profession.

THE INFLUENCE OF DIGITAL MARKETING CAPABILITY AND BEHAVIORAL CUSTOMER RELATIONSHIP MANAGEMENT ON INCREASING SALES OF MSMEs: EMPIRICAL STUDY IN SURAKARTA CITY

Muhammad Syihabuddin — 2025-06-04

This study aims to analyze the influence of Digital Marketing Capability and Behavioral Customer Relationship Management (BCRM) on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Surakarta, Indonesia. The research is motivated by the increasing need for MSMEs to adapt to digital transformation and to understand customer behavior in order to remain competitive. A quantitative approach was employed using survey data from 150 MSME owners, and the data were analyzed using multiple linear regression. The results show that both Digital Marketing Capability and Behavioral CRM have a positive and significant effect on sales improvement. Behavioral CRM has a stronger influence compared to Digital Marketing Capability, indicating that marketing strategies based on customer behavioral insights yield better performance outcomes. These findings are consistent with the Resource-Based View and Relationship Marketing Theory, and support previous studies emphasizing the importance of technology integration and customer relationship strategies. The managerial implication is that MSMEs should enhance their digital marketing capabilities and develop CRM systems that effectively utilize customer behavioral data. The study is limited to a specific geographic area and uses cross-sectional data; thus, future research is encouraged to adopt longitudinal designs and expand the study scope.

LINKING HUMAN RESOURCE COMPETENCY TO THE PERFORMANCE OUTCOMES OF MSMEs

Almas Farah Dinna Dewi — 2025-06-04

Every year, micro, small, and medium enterprises (MSMEs) play a vital role in boosting economic growth and increasing gross domestic product (GDP) in many countries, including Indonesia. Among various business categories, agroindustry-based MSMEs stand out as one of the most resilient segments within the informal sector, particularly during economic crises. This resilience was evident in various situations, including the post-COVID-19 recovery period.

However, the rapid advancement of digitalization, technology, and heightened market competition has created both opportunities and challenges for small and medium-sized enterprises. To enhance their performance, it is essential to identify the key components required for developing and strengthening human resource (HR) quality in alignment with current industry demands.

This study employs a descriptive research design with a quantitative approach, utilizing multiple linear regression analysis. The findings indicate that human resource competencies—namely education, skills, and abilities—significantly impact the performance of agroindustry-based MSMEs. The study focuses on a city known for its contribution to Indonesia’s agribusiness sector, with the aim of offering a replicable model for enhancing MSME performance in other agroindustry-oriented countries.