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International Journal of Business Ecosystem & Strategy
Last article check: 08 Nov 2026 19:15 · Completed
Last successful article refresh: 08 Nov 2026 19:15
Next article check due: 09 Nov 2026 19:15
Crossref refresh: 21 Oct 2026 00:14 · OpenAlex refresh: 21 Oct 2026 00:14
Bussecon Review of Social Sciences
Last article check: 08 Nov 2026 19:16 · Completed
Last successful article refresh: 08 Nov 2026 19:16
Next article check due: 09 Nov 2026 19:16
Crossref refresh: 21 Oct 2026 00:01 · OpenAlex refresh: 21 Oct 2026 00:02
INDEXED PUBLICATIONS926
CROSSREF CITATIONS882
CROSSREF · CITED PUBLICATIONS37.2%
CROSSREF · MEAN CITATIONS1.08

Crossref citation coverage: 819 / 926 publications (88.4%). Latest observation: 21 Oct 2026, 00:14 UTC. Means and percentages use records with known counts.

Research collection

926 publications

JOURNAL ARTICLE

The influence of human resource practices in Islamic perspective on service performance

Yasifa Fitriana · Muafi Muafi

International Journal of Business Ecosystem & Strategy · 2022

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The objective of this study is to examine and analyze the influence of human resource (HR) practices in Islamic perspective on service performance. This study is carried out on Sharia Savings and Loans Cooperatives of Tamzis Bina Utama (TAMZIS) in the DIY Provinces, Indonesia. The data analysis is carried out using quantitative method with Structural Equation Modeling (SEM), and processed with SmartPLS software. The findings in this study indicate that there is a positive and significant relationship in: (1) Recruitment and selection in Islamic perspective on service performance; (2) Training and development in Islamic perspective on service performance; (3) Performance appraisal in Islamic perspective in on service performance; (4) Recruitment and selection in Islamic perspective on service performance moderated by Islamic principles; (5) Training and development in Islamic perspective on service performance moderated by Islamic principles. The findings also indicate that there is a negative and insignificant influence between performance appraisal in Islamic perspective on service performance moderated by Islamic principles in employees of Sharia Savings and Loans Cooperatives of Tamzis Bina Utama in the DIY Provinces, Indonesia.

DOI 10.36096/ijbes.v4i4.3700 Crossref citations2 OpenAlex citations
JOURNAL ARTICLE

Examining the impact of cargo and ancillary revenues on net profit for full service carrier airlines

Onur Bas · Tamer Aksoy

International Journal of Business Ecosystem & Strategy · 2022

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In this study, the relationships between cargo revenues, ancillary revenues and net profitability of airline companies were examined in the examples of three full-service airline companies (Turkish Airlines, American Airlines, Delta Air Lines). Methodologically, a logarithmic econometric model was used in which cargo revenues and ancillary revenues were included as independent variables and net profit as the dependent variables. The data used for the period 2014Q1-2019Q4 were collected from the annual reports on the official websites of related airline companies and The International Air Transport Association (IATA). EViews 10 and STATA-15 versions, which are the most modern econometric analysis programs that can be used to control the stationarity, were used in the analysis of the data. In addition to econometric analyzes and general statistics, Cross Section dependency tests, CADF second-generation unit root tests, Delta slope homogeneity tests, Panel cointegration analysis, Westerlund Panel cointegration tests and Dumitrescu Hurlin Panel Causality tests and Breusch Pagan LM Tests were also performed. The study revealed that there is cointegration between cargo revenues, ancillary revenues and net profit, and there is a one-way causality relationship from both cargo revenues to net profit and from ancillary revenues to net profit. The study also indicated a positive correlation between cargo revenues and ancillary revenues and net profit. In other words, cargo revenues and ancillary revenues have a positive effect on the net profit of airline companies. In addition, the study found that aviation ancillary revenues provide an important resource for airline companies; furthermore, two US companies are among the top three companies with the highest revenues in the world in terms of cargo and ancillary revenues; also showed that Turkish Airlines' ancillary revenues are lower than those of these two US companies. On the other hand, the study showed that the contribution of Turkish Airlines cargo revenues to net profit is much higher than the other two companies.

DOI 10.36096/ijbes.v4i3.3303 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

Reducing turnover intention: The mediating role of work-life balance and organizational commitment

Uce Karna Suganda

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to examine and understand the influence of psychological capital on employee turnover intention through the mediating role of organizational commitment and work-life balance on Generation Z and millennial employees in Bandung, West Java. The data used in this study are primary and secondary data obtained from the employees of the companies and the company data. This study uses the census method as a sampling technique, with a number of samples of 100 respondents. The data is collected by distributing questionnaires and carrying out observations in the company. The data is further processed using Structural Equation Modeling with the Partial Least Square method. The results of this study indicate that psychological capital has a significant influence on employee turnover intention, organizational commitment, and work-life balance. Furthermore, organizational commitment and work-life balance are found to have a direct negative influence on turnover intention. Both of these variables also act as mediators in the relationship between psychological capital and turnover intention.

DOI 10.36096/ijbes.v4i3.34412 Crossref citations24 OpenAlex citations
JOURNAL ARTICLE

Humanistic management and the counterproductive behaviours as perceived by the employees

Damianus Abun · Kristina O. Martin · Edna R. Cabillo · Mary Joy Encarnacion

International Journal of Business Ecosystem & Strategy · 2022

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The study aims to determine the effect of the humanistic management style of administrators on the counterproductive work behaviour of employees. To deepen the understanding of the concepts and to establish the theories of the study, literature was reviewed. The study used descriptive assessment and a correlational research design. The population of the study was all employees and administrators of Divine Word College of Laoag. Questionnaires were used to gather the data and weighted mean and Pearson r correlation was used to analyze the data. The study found that the humanistic management style of administrators is high and counterproductive behaviour is low. However, Pearson r correlation indicated that there is no significant correlation between humanistic management style and counterproductive behaviour of employees. Thus, the hypothesis is rejected.

DOI 10.36096/ijbes.v4i3.3480 Crossref citations2 OpenAlex citations
JOURNAL ARTICLE

Revealing the role of job involvement and employee loyalty as mediation variables

Nur Mubin · Retno Purwani Setyaningrum · Fitri Rezeki

International Journal of Business Ecosystem & Strategy · 2022

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Company performance is one measure for companies in order to create surplus value by producing a product or service to gain business profits. One of the factors that affect the performance of the company is the performance factor of its employees. Employee performance can be influenced by servant leadership style. Servant leadership prioritizes followers and prioritizes service to subordinates in a work relationship so that it will have an impact on the emergence of job involvement and employee loyalty to the company which will then affect the enhancement and improvement of employee performance. This study was conducted to determine the role of the job investment variable and employee loyalty variable as mediating variables in the effect of servant leadership on employee performance. This research was conducted using a saturated sample involving 182 employees who were respondents from a plastic manufacturing company packaging for Bottled Drinking Water (AMDK). The results of data processing with the SmartPLS 3.3.3 application resulted in the conclusion that servant leadership has a positive and significant effect on job involvement. Servant leadership has a positive but not significant effect on employee loyalty. Job involvement has a positive and significant effect on employee performance. Employee loyalty has a positive and significant effect on employee performance. Job involvement has a positive and significant effect on employee loyalty. Servant leadership has a positive and significant effect on employee performance through job involvement. Servant leadership has a positive but not significant effect on employee performance through employee loyalty. Servant leadership has a positive and significant effect on employee performance through job involvement and employee loyalty.

DOI 10.36096/ijbes.v4i3.3491 Crossref citations7 OpenAlex citations
JOURNAL ARTICLE

Analysis of SS Tempe production quality control with the six sigma method at Sirajussa’adah Islamic Boarding School Limo Depok

Heni Nastiti · Jenji Gunaedi Argo · Rosali Sembiring

International Journal of Business Ecosystem & Strategy · 2022

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Quality is a factor to increase the competitiveness of a product. By increasing quality, the production costs will be reduced, thus it will eventually reduce waste. The failure of a product can be caused by the availability of raw materials, machines, equipment, human resources, and environmental factors during the production process. Quality control is a method used to keep the product needed by the market to be within controlled limits. This study aims to determine the quality of Tempe SS products at the Sirajussa’adah Islamic Boarding School in Limo Depok. It is carried out to see whether the quality is still within control limits or not by using the Six Sigma method with several stages of DMAIC (Define, Measure, Analyze, Improve and Control) implementation. In this research, calculations are carried out using the checksheet, flow chart, histogram, Pareto Hart, control, scatter diagram and fishbone diagram methods of production. Based on the results, it can be concluded that for 25 times the study, it is obtained the value of the center line (CL) of 0.0036, the value of the upper control limit (UCL) of 0.0050, and the value of the lower control limit (LCL) of 0. It is also found that there are a number of variations in the process that are outside the control limit (out of control) and within the control limit (in control) in the production process of Tempe SS at the Sirajussa Islamic Boarding School in Limo Depok. However, this is still inadequate for the fermentation process infrastructure, equipment for packaging is still manual and environmental factors determine the cause of the number of defective products.  

DOI 10.36096/ijbes.v4i3.3500 Crossref citations2 OpenAlex citations
JOURNAL ARTICLE

Factors affecting online shopping behavior in Bangladesh: A demographic perspective

Mohammad Kamal Hossain · Md Abdus Salam · Sheikh Sakib Jawad

International Journal of Business Ecosystem & Strategy · 2022

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Prior studies in Bangladesh examined how several non-demographic factors influenced consumers' online buying behavior. However, no specific research has been conducted to examine an association between consumers' demographic factors and the online shopping behavior of Bangladeshi buyers. Therefore, this study aimed to examine the association between online shopping behavior and the demographic characteristics of Bangladeshi buyers. The association between six consumers' demographic variables, such as age, gender, income, education, occupation, and marital status, and online shopping behavior, proxied by the frequency of online shopping, was examined. Primary data through a structured questionnaire was collected from the 547 respondents in urban and rural areas of seven divisions in Bangladesh through offline and online surveys. The chi-square test was used to examine the association between consumers' demographic characteristics and online shopping behavior. The study found that male and married consumers with a higher level of education and higher-category jobs have a higher propensity to shop online. However, consumers' age and income level do not significantly impact their online shopping behavior. The study's outcomes are expected to provide online retailers and merchants with critical information about buyer behavior. Keywords: Association, online shopping behavior, demographic characteristics, chi-square test, Cramér’s V, e-commerce. JEL Classification: M31, M39, and L81

DOI 10.36096/ijbes.v4i3.35113 Crossref citations16 OpenAlex citations
JOURNAL ARTICLE

What does gross national happiness really measure? An immersive observation in Lamshey, Bhutan

Sebastien Keiff

Bussecon Review of Social Sciences · 2022

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The purpose of this paper is to investigate the relationship between the Gross National Happiness indicator and the actual lifestyle of the people of Bhutan. Gross National Happiness is a macroeconomic indicator calculated in Bhutan. It was constructed in contrast to the Gross Domestic Product. Gross National Happiness is designed to guide the country's public policies. Using visual methods in anthropology, this study proposes an immersion in Lamshey, a village in Bhutan. The daily life of the inhabitants is then observed and analyzed with the way gross national happiness is measured. The sociology of quantification provides a framework for analysis that reveals important and new implications. Indeed, to bring together the experience of happiness as it is lived by the Bhutanese, it will be appropriate to distinguish three complementary "Gross National Happiness", according to whether it is measured, lived, or in its ethical dimension.

DOI 10.36096/brss.v4i1.3471 Crossref citations1 OpenAlex citations
JOURNAL ARTICLE

Role of training needs assessment on the training outcomes in insurance sector in Kenya

Ben Kajwang

Bussecon Review of Social Sciences · 2022

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The study examined the role of training needs assessment on the training outcomes in the insurance sector in Kenya. A desktop methodology was used to carry out this study. This necessitated the use of secondary data obtained from publicly available sources such as published studies, reports, and statistics. This approach of data collection is used by many researchers since it saves time and lowers the cost of data collection. It is also quite reliable and has a wide variety of insights since it is compiled from well-known sources. The current study made use of online journals and libraries, both of which make secondary data readily available. The results revealed that there exist conceptual and geographical gaps relating to the study on the role of training needs assessment on the training outcomes in the insurance sector in Kenya. Most of the results from the empirical review revealed that the main role of training needs assessment on training outcomes is to ensure that the training programs implemented are effective, meet the employees’ needs and to improve the performance of the insurance sectors in Kenya. In addition, TNA enabled organizations to implement flexible, practical oriented training programs so as to keep the employees motivated. The results of the study will be of great significance to the management team of the insurance sector, since it will provide a good knowledge base on what training needs assessment involves and its role on training outcomes in the insurance sector in Kenya. Employees in the insurance sector will also benefit from the findings of this study since it will provide a well-detailed information on some of the employee needs that spearhead the implementation of training programs. The results of the study will also benefit the policymakers in the insurance sector by identifying the appropriate training needs assessment models that will improve the training outcomes of insurance firms in Kenya. Lastly, the findings of this study will serve as a foundation for literature review of researchers and academicians interested in carrying out a study related to these research topics.

DOI 10.36096/brss.v4i1.3462 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

Implementing organizational ethics as a change process in banks: A case study Bank for Business

Sokol Krasniqi · Leonora Rudhani Haliti · Ismail Mehmeti

Bussecon Review of Social Sciences · 2022

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This paper aims to address the effects of organizational change as one of the key issues in management ethics today. The paper is based on the deductive and inductive approaches. The comparability analysis of the data was done with the application software for statistical analysis SPSS as a tool for data entry, organizing the entry of received data through which the similarities and differences between the different variables in relation to the purpose of the research are applied. This paper highlights that organizational ethics comprises the guidelines on how an organization responds to the external environment. The main implications of the paper: (i) Cultural changes are the factor that is usually not taken seriously during the changes that occur in the Bank, therefore the organizational structure created in the institution has determined the need for that culture to change in accordance with new changes so that the staff of the organization is in line with those changes; (ii) better change management skills are not only desirable, but they are also necessary for achieving vital improvements in the Bank; (iii) Ensuring that all staff members are informed of what changes will be made by management is a kind of "selling" of the changes through good and regular communication to the audience within the Bank

DOI 10.36096/brss.v4i1.3280 Crossref citations0 OpenAlex citations
JOURNAL ARTICLE

Business intention of students with family business and entrepreneurial education background

Damianus Abun · Sylvia Lalaine Grace L. Foronda · Fredolin P. Julian · Egdona A. Quinto

International Journal of Business Ecosystem & Strategy · 2022

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The study aimed to examine the effect of family business background and entrepreneurial education background on the business intention of the fourth-year students. To deepen the understanding of the topic and to establish the theories of the study, literature was reviewed. It used a descriptive correlational research design. The population of the study was the fourth-year students and total enumeration was applied. The results of the study indicate that family business and entrepreneurial education background are correlated significantly with the business intention of the students. It further found that students who have a family business background and entrepreneurial education background have higher business intention compared to those who have no both.

DOI 10.36096/ijbes.v4i2.3162 Crossref citations5 OpenAlex citations
JOURNAL ARTICLE

The effect of environmental commitment on circular economy implementation

Ayu Widhiastuti · Muafi Muafi

International Journal of Business Ecosystem & Strategy · 2022

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Studies about the environment are still limited, especially on SME activities whose activities have an impact on the environment. The purpose of this study is to examine and analyze the effect of environmental commitment on circular economy implementation in the small batik industry in Sleman Regency. This study uses quantitative approach with 119 respondents as sample who are owners or managers of the natural dye batik industry in Sleman Regency. The sampling technique uses nonprobability sampling. The data is collected by distributing questionnaires electronically. The research variables are environmental commitment as the independent variable and circular economy implementation as the dependent variable. Researchers use SPSS to analyze the data. The results of the study indicate that environmental commitment has a positive and significant effect on the circular economy implementation in the small batik industry in Sleman Regency. The implication of this study is to enhance the literature and insight for business owners of the batik industry in Sleman Regency to increase the commitment to being responsible to the environment such as to conduct practices that do not damage the environment which will increase the circular economy implementation. Further research needs to examine the impact of the circular economy implementation on business sustainability.

DOI 10.36096/ijbes.v4i2.3170 Crossref citations1 OpenAlex citations
JOURNAL ARTICLE

The effect of environmental awareness and environmental knowledge on green behavior mediated by the employee's wellbeing

Trisnawati · Muafi Muafi

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to examine and analyze the effect of environmental awareness and knowledge on green behavior mediated by employee wellbeing. The research was conducted at the Batik Warna SMEs in the Kebon Indah Community located in Klaten, Central Java, with 118 respondents. Data analysis used the quantitative method of Structural Equation Modeling (SEM) SMART – Partial Least Square (PLS) Software. The results showed that: (i) There is a positive and significant influence between environmental awareness and employee well-being, (ii) There is a positive and significant influence between environmental knowledge and employee well-being, (iii) There is a positive and significant effect between employee wellbeing and employee green behavior, (iv) There is a positive and significant effect between environmental awareness on employee green behavior mediated by employee wellbeing, (v) There is a positive and significant effect on environmental knowledge on employee green behavior mediated by employee wellbeing at Batik Warna Alam SMEs in the Kebon Indah Community, located in Klaten, Central Java.

DOI 10.36096/ijbes.v4i2.32111 Crossref citations13 OpenAlex citations
JOURNAL ARTICLE

The influence of leadership, reward system and self-efficacy on work engagement of frontline employees at PT. TIKI JNE Jakarta

Indra Fahrizal · Sjaiful Munir

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to investigate and examine the effect of leadership, reward system development, and self-efficacy on employee work engagement. Around 231 (n = 231) frontline employees of PT TIKI JNE Jakarta, a well-known courier and logistics company participated in this activity. This study found that the path analysis model related to leadership, reward systems, and self-efficacy had a significant effect on the level of employee work engagement. Based on these findings, it can be concluded that every change or variation in employee work engagement is influenced by leadership, reward system, and employee self-efficacy. Thus, the results of this study are expected to provide a positive and significant contribution to the company as a business organization in order to improve company performance in the 4.0 era.

DOI 10.36096/ijbes.v4i2.3230 Crossref citations2 OpenAlex citations
JOURNAL ARTICLE

Analysis of factors that moderate the effect of performance finance against tax aggressiveness in Indonesia

Reschiwati Reschiwati · Asni · Hamilah

International Journal of Business Ecosystem & Strategy · 2022

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This study aims to analyze the factors that affect tax aggressiveness. These factors are profitability as proxied by Return on Assets, the intensity of fixed assets, leverage, liquidity as proxied by Current Ratio, and inventory intensity. This study uses the audit committee as a moderating variable on the factors that affect tax aggressiveness. The population used manufacturing companies in the consumer goods sector listed on the Indonesia Stock Exchange from 2016-to 2020. The sample was selected using the purposive sampling method and a selection of 26 companies. Data processing uses panel regression with the Eviews 10 data processing application. The data processing results conclude that partially only Return on Assets affects tax aggressiveness. Fixed asset intensity, leverage, Current Ratio, and inventory intensity do not affect tax aggressiveness. This study also proves that the audit committee is a moderating variable that weakens the impact of Return On Assets, Current Ratio, Tax Intensity, and Leverage on Tax Aggressiveness.

DOI 10.36096/ijbes.v4i2.3240 Crossref citations3 OpenAlex citations
JOURNAL ARTICLE

Implementation of financial accounting standard in micro, small, and medium enterprises (MSMEs)

Neni Meidawati · Nurintan Oktari

International Journal of Business Ecosystem & Strategy · 2022

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Micro, Small and Medium Enterprises (MSMEs) are economic actors that are more able to stand firmly compared to large companies when an economic crisis occurs. SAK–EMKM is the Financial Accounting Standard for Micro, Small and Medium Enterprises. This study aims to determine the preparedness of MSMEs to implement SAK-EMKM. The qualitative method was used by collecting the data using observation, interview, and direct documentation of the MSME actors as the object of the research. The sampling technique used was the purposive sampling method. The research sample was MSMEs that had been operating for more than one year and were located in Sungai Bangkong Village of Pontianak City. The results of the study show that the MSMEs in Sungai Bangkong Village of Pontianak City was not aware of SAK-EMKM. Their method of accounting recording was not based on the accrual basis, but they have implemented the concept of business entity management and had adequately capable human resources.

DOI 10.36096/ijbes.v4i2.3250 Crossref citations1 OpenAlex citations
JOURNAL ARTICLE

Measuring the implementation of the design thinking concept in the creative industry

Jurry Hatammimi · Sri Andini

International Journal of Business Ecosystem & Strategy · 2022

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Bandung is one of the cities with a high culinary appeal. However, there are several problems found such as a decrease in sales due to the Covid-19, not conducting the market surveys, and tight competition in the culinary industry. One of the concepts that can solve these problems is a human-centered approach called Design Thinking. Hence, it is needed to measure whether the concept is already implemented or not. The result of this measurement can define the further plan to solve the problems stated. Design thinking is the rationale in the process of transforming a creative mindset into an innovation. This study measures the implementation of the Design Thinking concept in the culinary subsector in Bandung which includes five stages, namely: empathize, define, ideation, prototype, and test. The data collection is conducted by distributing questionnaires to 92 dine-in and 92 takeaway culinary businesses. The data gathered is then processed by using the descriptive statistical analysis technique and a two-tailed t-test. The result of the study indicates that the culinary business actors in Bandung city have implemented the Design Thinking concept well, although the empathize and define stages are still included in the bad category. There is also a difference in implementing the Design Thinking concept between dine-in and takeaway culinary businesses. Further study is expected to measure the impact of the Design Thinking concept’s implementation on the culinary businesses’ sales performance.           

DOI 10.36096/ijbes.v4i2.3265 Crossref citations7 OpenAlex citations
JOURNAL ARTICLE

The balance score card as a strategic plan monitoring and evaluation tool: A practical approach

Susan Wanuri Ngure

International Journal of Business Ecosystem & Strategy · 2022

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This paper discusses how a Strategic Plan (SP) can be monitored and evaluated using the balanced scorecard (BSC). The BSC is a useful tool that is based on four measures: the financial measures emphasize cost efficiency and high profitability; the customer measure considers the ability of the firm to provide quality services to the customer; the internal business processes measure focuses on the internal processes that lead to financial success and customer satisfaction, while learning and growth measure include the ability of the employees’ quality of information systems, leadership, the culture, and alignment to teamwork processes. This paper employed both quantitative and qualitative methods to collect data. The SP’s operational objectives were aligned with the four measures of the BSC. Each measure was given a score that formed the basis of evaluation and analysis. The results show that the SP scored an aggregate of 71%, which is a fair score. The highest score was found in the learning and growth measure, followed by internal processes then the customer service, and lastly the financial measure. The scores are consistent with a non-profit making enterprise. This paper concludes that the BSC is a perfect tool for the evaluation of an SP.

DOI 10.36096/ijbes.v4i2.3154 Crossref citations5 OpenAlex citations
JOURNAL ARTICLE

Schlomo Dov Goitein’s “Political” Symbiosis in the Secrets of Simon Ben Yohai: A Qur’anic Reappraisal for a Jewish Apocalyptic Source on the Reflecting of an Early Islamic Background.

Yasar Colak · Serdar Sinan Gulec

Bussecon Review of Social Sciences · 2022

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This paper examines the concept of symbiosis in Islamic history as developed by Schlomo Dov Goitein, the 20th-century Jewish German scholar in the area of Jewish and Arabic studies, and discusses its application to the identity sourcing of Prophet Muhammad in particular. The aim of the study is to review the historical outline briefly on the background and formation of “symbiosis” preceding and in the aftermath of Goitein’s conceptualization and context, following a qualitative research approach with an intertextual criticism to his references and discussing their possible philological aspects in his mindset. The study found that, while the Islamic historical sources presented the relations between Jews and Muslims in the Madina period of Islam as negative, in Goitein’s works, the Jewish perception of early Islamic history is positively grounded on a mid-eight century Jewish messianic-apocalyptical text, namely, The Secrets of Rabbi Simon ben Yohai as traditionally understood in Judaism for describing Ishmaelites as the savior of Jews from Christian oppression.  This finding seems to be in explicit contradistinction to the concept of innovative “creative symbiosis” with subversion of historical experience.

DOI 10.36096/brss.v4i1.3140 Crossref citations0 OpenAlex citations
JOURNAL ARTICLE

Analysis of buying decision levels based on brand image, price, and digital marketing

Dede Hertina · Nadhira Novtrianti · Sukmawati Sukmawati

International Journal of Business Ecosystem & Strategy · 2022

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In carrying out business, there is one process that can be maximized in business development, which is the marketing aspect. Marketing is a total system of business activities designed to plan, price, promote, and distribute goods and services that satisfy the needs of both current customers and potential customers. This study is carried out on a business that pays attention to the marketing aspect for business development purposes, namely Elina Keramik Bandung. Customers who buy their products cannot be separated from their marketing strategies. The purpose of this study is to analyze the level of influence of the three marketing variables that can be found in Elina Keramik, namely brand image, price, and digital marketing on the level of customer buying decisions of Elina Keramik. The research method used in this study is a quantitative approach with a descriptive method. The sample that was used in this study is 125 respondents who are customers of Elina Keramik. The results obtained in this study are overall price, and digital marketing has a significant influence on buying decisions with a value of 70.6 percent. The variable price has a significant influence on buying decisions with a significant value of 0.43 <0.05. And the variable digital marketing has a significant influence on buying decisions with a significant value of 0.00 <0.05. While the variable brand image that was declared has no influence on buying decisions with a significant value of 0.06> 0.05.

DOI 10.36096/ijbes.v4i1.3130 Crossref citations3 OpenAlex citations