Journal of Business and Management Studies

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EISSN : 2709-0876
Total articles ≅ 95
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Ahmad Baikuni, Dafik Dafik, Djoko Poernomo, Ika Sisbintari
Journal of Business and Management Studies, Volume 4, pp 01-10; https://doi.org/10.32996/jbms.2022.4.3.1

Abstract:
A hypercompetitive and unpredictable business environment requires companies to have resources that enable organizations to be proactive and responsive to the environment and improve organizational efficiency. By using library research methods, this paper tried to synthesize the theory of intellectual capital and resource-based view and then develop the indicators to be more specific. The results of the study showed that the dimensions of the intellectual capital-based view turned out as the support and guide for implementing agility in the company, and the firm agility will be more achievable if it has an intellectual capital-based view.
Sofia Gabrielle Battad, , Kevin Jamir F. Pigao
Journal of Business and Management Studies, Volume 4, pp 148-163; https://doi.org/10.32996/jefas.2022.4.2.12

Abstract:
The dawn of the digital economy has approached the Philippines through the transformation of the service trade in the labor market. The study analyzed and observed a 30-year time series of the relationship between the country’s service exports, productivity, and youth unemployment rate towards the end goal of economic growth. The young IT-BPO industry is now the country’s most significant contributor to GDP, outpacing the manufacturing industry with more than 5% growth each year. Service exports play a big role in how the country is positioned in the future, and the study has seen a significant relationship between the GDP which proves to show that policy improvements, market openness, ICT infrastructure and capital expansion within these variables could help the country improve its unemployment rate and share on the global market.
Kian Balgomera, Armel Emmanuel Dela Cruz, Jan Emmanuel G Santiago, Ronald R. Fernandez
Journal of Business and Management Studies, Volume 4, pp 100-116; https://doi.org/10.32996/jbms.2022.4.2.8

Abstract:
This paper aims to determine the factors that influence consumers’ decision-making prior to purchasing mobile phones in e-commerce platforms and retail establishments, otherwise known as traditional commerce. Although previous studies have been conducted in understanding consumer trust, this research specifically focuses on a specific industry only, which was a decision made in order to narrow down and better understand the consumer buying behavior, as opposed to having multiple industries which would result in inaccurate findings. Variables used were determined based on related literature leaning towards comparative research, as well as consumer buying behavior. Several methods, including descriptive statistics and independent t-test calculations, have been conducted by the researchers to come up with a conclusion that can assist consumers in having ample knowledge before purchasing a mobile phone on different commerce platforms. The researchers concluded that Traditional commerce is much preferable by the consumers with regards to these factors; credibility perceived ease of use, and satisfaction.
Vinna Justin Alvaro, Mary Caroline Castano, Angela Faith Dela Cruz, Marc Andrei Sebastian,
Journal of Business and Management Studies, Volume 4, pp 203-212; https://doi.org/10.32996/jbms.2022.4.2.16

Abstract:
In recent years, Filipino consumers are becoming more socially aware of the usage of products that can be harmful to the environment. Purchasing eco-friendly products is a big step towards sustainable development in the Philippines. The objectives of this study are to identify what are the socially-oriented behavior that influences Filipino consumers to purchase eco-friendly apparel products, if emotions play a role in the purchasing behavior regarding eco-friendly apparel products, and to identify the key determinants that are behind the reason for the intention-behavior gap and purchasing behavior of Filipino consumers regarding eco-friendly apparel products. Filipino consumers from age 18 and above and those residing in Metro Manila are the respondents, while the use of descriptive survey methods was utilized in data collection. The results revealed that the three variables, which are Socially Oriented Behavior, Emotions, and Key Determinants, all passed the PLS-SEM and have discriminant validity. However, the discussion of the results had proved that only two out of three hypotheses had been proven to be true, which are hypotheses 1 and 3. Socially Oriented Behavior and Key Determinants have been proven to affect Purchasing Behavior, whereas emotions play no significant role in the purchasing behavior of Filipino consumers. In addition, this study showed that the Key Determinants factor quality and availability of green apparel could influence the intention-behavior gap.
, John Rafael D. Estrera, Christian Lloyd L. Tibalao, Francis Lawrence B. De Jesus Al-Gamiel
Journal of Business and Management Studies, Volume 4, pp 313-333; https://doi.org/10.32996/jbms.2022.4.2.25

Abstract:
People get a variety of advantages and pleasures by wearing luxurious clothing. Apparently, Millennials are anchored towards "Conspicuous Consumption," which leads them to spend heavily on clothing that displays power on their character. Considering that 41.9% of Filipino Millennials belonging to social classes A, B, and C1 are in Metro Manila, this generation group is one of the most significant consumers contributing to luxurious purchases. This study identifies the significant difference in the motivation for luxury clothing of the respondents when grouped according to a.) social status b.) Manner of procuring luxury items & c.) location of the purchasing customer. By employing the mixed method using an online survey questionnaire, this study was able to identify the different motivational factors that drive consumers to buy luxury clothing regardless of its high cost. The data are analyzed using descriptive and inferential statistics to assess the respondents' level of agreement on independent and dependent variables. At the end of this study, the researchers would distinguish the characteristics of individuals who prefer to buy Loud Luxury (Logomania) and Quiet Luxury of Filipino Millennials.
, Cathleen Chua, Dominique Earl Pasquin, Jun R. Grimaldo
Journal of Business and Management Studies, Volume 4, pp 262-276; https://doi.org/10.32996/jbms.2022.4.2.21

Abstract:
Philippines, as the social media capital of the world, has the highest social media usage rate, with over 60% higher than the average rate for other countries and which amounts to an average of 11 hours of usage per day, as of 2021. Compared to over 9 hours per day last 2019, it is evident that the pandemic caused a spike in the statistics since more people are on their phones while staying at home. From the start of the pandemic, the use of social media platforms including Facebook Messenger for marketing product and service offerings from MSMEs has also increased. The restrictions brought upon by the rise of COVID-19, made MSMEs integrate the use of these platforms to market their products and connect with their consumers by providing online customer service. 300 respondents were asked to answer the survey which involves questions about service/web qualities and purchase intention to which the researchers discovered the significance of informativeness, assurance, and empathy towards the purchase intention of the consumers in encountering messages from MSMEs on Facebook Messenger. It was found that web and service quality factors affect the purchase intention of the respondents positively to a certain degree. This study has shown that most people prefer to use Facebook Messenger when it comes to purchasing things online. Different levels of significance with purchase intention were found among different factors of marketing messages sent through Facebook Messenger. Informativeness, assurance, and empathy are the ones that are significantly correlated with purchase intention. Whereas Access, Reliability, and Responsibility have a lower significance with Purchase Intention.
Nina Isabel Gigante, , Hiroshi Marutani
Journal of Business and Management Studies, Volume 4, pp 213-229; https://doi.org/10.32996/jbms.2022.4.2.17

Abstract:
The emergence of technology, combined with the adoption and integration of new practices, has greatly affected multiple business fields, including the Philippine banking industry. This leads to the entrance of fully digital banking platforms, a potential alternative to brick-and-mortar banks. Would Metro Manila banking customers utilize fully digital banks, or would they prefer the established traditional banking institutions as their personal choice for financial services and transactions? By surveying 385 respondents, the researchers obtained and analyzed information about the preferences and behavior of banking customers to learn more about the degree to which customer characteristics affected their preferences for certain banking products. This study proved that Metro Manila banking customers have a strong inclination towards physical or traditional banks, given that 60.5% of the total respondents are traditional banking users compared to 4.4% for fully digital banks and 35.1% for both traditional and fully digital banks. Decision variables such as convenience, efficiency, customization/personalization, security, and privacy also played a significant role in evaluating and assessing customer motivation in determining a preference. The results yielded a more localized and concentrated approach that exhibits the factors regarding traditional and fully digital banks that would potentially help the Philippine banking industry to adjust and adapt to emerging technology and consumer needs.
Bea Andrea Antonio, Kyra Lyn Dela Cruz, Aaliyah Isis Jimenez, Earl Pantoja
Journal of Business and Management Studies, Volume 4, pp 38-47; https://doi.org/10.32996/jbms.2022.4.2.4

Abstract:
Targeted advertising is online advertising that focuses on the behavior of the consumer to give them a specific advertisement. Literature on targeted advertising focused mainly on the strategy crossing the personal boundaries of the consumers and how fields of marketing, finance, advertising, etc., are benefitting from the algorithmic profiling of personalized advertising. Findings revealed the negative sides of personalized advertising, such as advertising irritation and negative attitudes towards targeted ads. We argue that the focus is limited; thus, we aim to determine the perception of users towards targeted advertising and utilize it to identify the influence of their perception on their purchasing behavior, examine if there is a correlation between their demographic and their perception of targeted advertising. The study site are respondents who have experience in online shopping residing in the National Capital Region of the Philippines. We were able to gather the data through disseminating Google forms and utilized the purposive sampling technique in segmenting the respondents. In the survey of N=261 respondents, the result reveals that consumers are completely concerned and interested in their personal information online but perceive targeted advertising as personalization, hence, will continue their purchase as it adds ease to their online shopping experience.
, Roiel Anthony Ramirez, Franceline Naomi Ramos, Jun R. Grimaldo
Journal of Business and Management Studies, Volume 4, pp 27-37; https://doi.org/10.32996/jbms.2022.4.2.3

Abstract:
The growth of E-Commerce in the Philippines has shifted dramatically at an unprecedented pace during the COVID-19 pandemic, forcing consumers to shop online. The change in consumer behavior created a domino effect both for physical stores and e-commerce platforms. With the impact on the said area, the study focused on Shopee’s big online shopping events that make the platform the #1 Online Shopping Application in the Philippines as of 2020. The study empirically observed and analyzed how the factors influenced users to participate and develop their purchase intentions, considering the ongoing pandemic, allowing the researchers to identify the gaps in an online event. The factors that were observed are Celebrity Endorsers & Social Media Influencers, Advertising Appeal, Creative Sales Promotion/s, and Timing. The study used an online survey questionnaire, allowing the researchers to gather quantitative data through Likert Scale questions or statements that asked the respondents to answer based on their level of agreement. The effectiveness of each factor and its influence on purchase intention were determined by performing Descriptive Statistics and Regression Analysis as it was revealed that creative sales promotions (offering free vouchers, providing promotional codes, discount deals, etc.) to consumers and timing of events have a significant effect on Shopee users’ purchase intention, which are ideal for marketers to use as tools to develop effective marketing strategies to attract and persuade consumers to purchase products. However, Celebrity Endorsers & Social Media Influencers and Advertising Appeal are not significant or have no influence on online shoppers’ intention to purchase. As these may not be the ideal marketing tools or strategies to persuade consumers to buy, these can be relevant when it comes to building brand image and increasing brand awareness. The findings provided online businesses with insights to influence users’ purchase intent during online shopping event sales.
, Justin Albert D. Gerona, Juan Carlos R. Marzan
Journal of Business and Management Studies, Volume 4, pp 383-395; https://doi.org/10.32996/jbms.2022.4.2.29

Abstract:
Digital marketing is arguably one of the preeminent marketing strategies utilized by today's vast number of businesses and companies. This strategy offers tools that enable them to promote their products to a much larger audience as it encompasses geographical boundaries. Also, it can build better relationships with customers since the content is customized to their liking. In the current study, the researchers aimed to determine how digital marketing affects the consumer behavior of Filipinos, specifically customer engagement and purchase intention. The following hypotheses were formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2) Social media has a significant impact on purchase intention. (H3) Email marketing has a significant impact on customer engagement. (H4) Email marketing has a significant impact on purchase intention. (H5) Customer Engagement has a significant impact on purchase intention. A total of 334 respondents were surveyed online, and data was analyzed through the SPSS software. By the end of the research, it was found that digital marketing strategies, specifically social media marketing and email marketing, effectively generate purchase intention from Filipino consumers. This is aided by the customer engagement triggered by the advertisements presented on Facebook and their email. The researchers recommend further research on the topic but to branch out to other strategies and tactics of digital marketing since the current study focused solely on Facebook and email.
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