Vikara: Student Academic Journal of Business and Management

2026-09-04T06:24:52+00:00

The dominant role of hedonic motivation and e-WOM in impulsive buying behavior of fashion products

2026-01-13T04:22:45+00:00

The rapid growth of TikTok Shop as a social commerce platform has influenced consumer behavior, particularly with regard to impulsive purchases of fashion products. This study aims to examine the effects of hedonic motivation and electronic word of mouth (e-WOM) on impulsive buying behavior among TikTok Shop consumers. The study employs a quantitative approach using a survey method involving 150 respondents selected through purposive sampling techniques. The findings indicate that hedonic motivation has a significant effect on impulsive buying, confirming that pleasure-seeking and emotional aspects are the most influential factors in driving impulsive purchasing behavior of fashion products on the TikTok Shop social commerce platform. Furthermore, electronic word of mouth is also found to have a significant effect on impulsive buying, suggesting that information, evaluations, and recommendations shared by other users through comment sections, product reviews, and creator-generated content on TikTok Shop play an important role in shaping positive perceptions and enhancing consumer trust, thereby triggering emotional responses that ultimately lead to spontaneous, unplanned purchase decisions.

Impact of discounts and free shipping on purchase decisions

2026-01-19T11:32:48+00:00

Shopee is an online buying and selling platform with a consignment system and integrated digital service ecosystem support to facilitate consumers' routine shopping. This study aims to analyze impact of discounts and free shipping on Shopee marketplace purchase decisions. A total of 180 respondents in the Bandung City area were involved in this inferential quantitative study, by applying certain criteria through purposive sampling techniques. Statistical analysis in this study was processed using the multiple linear regression method. Purchasing decisions are significantly influenced by the combination of discount and free shipping variables. Furthermore, partial analysis confirms that both discount and free shipping have a significant positive effect on driving transactions, which the discount variable is the biggest factor in driving purchasing decisions. This shows that promotion strategies through discount programs are more effective than free shipping programs.

Causal study of organizational commitment, intrinsic motivation, and job characteristics

2026-01-20T08:28:00+00:00

This study aims to fill the gap in management literature, which has tended to focus more on the profit sector, by examining the determinants of organizational commitment in the context of religious non-profit organizations. Specifically, this study analyses the influence of job characteristics and intrinsic motivation on the organizational commitment of church volunteers. Using descriptive and inferential quantitative methods, data were collected through questionnaires from 35 volunteers selected using purposive sampling and analysed using linear regression. The results of the study prove that job characteristics and intrinsic motivation have a positive and significant effect on organizational commitment. Key findings from this study show that intrinsic motivation has a far more dominant impact than job design. This indicates that in a church ministry environment, internal drives stemming from spiritual calling and intrinsic satisfaction are the main foundations for volunteer retention, surpassing structural task factors. Based on these findings, this study recommends that church organizations prioritize management approaches that reinforce spiritual meaning and personal appreciation to maintain the dedication of volunteers.

Employee voice enhances work performance via innovation

2026-04-15T09:26:19+00:00

In the rapidly evolving knowledge economy, proactive communication serves as a strategic information lifeline for organizational adaptability and performance. This study aims to examine the impact of employee voice behavior (EVB) on individual work performance (IWP) through the mediating mechanism of innovative work behavior (IWB) within the Vietnamese information technology (IT) sector. Utilizing a quantitative research design, data were collected from 284 full-time IT professionals in Vietnam and analyzed using partial least squares-structural equation modeling (PLS-SEM). The results confirm that EVB significantly enhances IWP, with all primary hypotheses supported at a high level of statistical significance (p < 0.001). Notably, EVB exerts a powerful positive influence on IWB (β = 0.689), which subsequently acts as a pivotal mediator (β = 0.341) that transforms proactive intellectual inputs into tangible performance outcomes. The study concludes that fostering a climate of open communication is essential for driving innovation, refuting the view that East Asian cultural values entirely stifle creativity. Practical implications suggest that IT organizations should cultivate psychological safety and institutionalize digital feedback mechanisms within agile frameworks to effectively convert employee insights into substantive technical improvements and sustainable competitive advantage.

The influence of event marketing and influencer marketing on purchase intention of virtual item diamonds

2026-07-31T07:51:06+00:00

The development of the digital gaming industry has driven the increasing use of virtual items as part of the gaming experience while also creating opportunities for developers to implement various marketing strategies to increase players’ purchase intention. This phenomenon highlights the importance of examining the factors that influence purchase intention toward virtual item diamonds in Mobile Legends. This study aims to analyze the influence of event marketing and influencer marketing, both simultaneously and partially, on the purchase intention of virtual item diamonds in Mobile Legends among Generation Z students at Universitas Perjuangan Tasikmalaya. This study employs a quantitative research method with a causal approach. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data was collected through questionnaires, while data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results show that event marketing and influencer marketing simultaneously have a significant effect on purchase intention, with an F-value of 63.699 and a significance value of 0.000 (<0.05). Partially, event marketing has a positive and significant effect on purchase intention (t-value = 2.587; sig. = 0.011), while influencer marketing also has a positive and significant effect on purchase intention (t-value = 7.391; sig. = 0.000). The coefficient of determination (R²) of 56.8% indicates that purchase intention can be explained by these two variables, while the remaining percentage is influenced by other factors beyond the scope of this study. Based on these findings, it can be concluded that event marketing and influencer marketing are factors that contribute to increasing purchase intention toward virtual item diamonds in Mobile Legends. The findings of this study are expected to provide useful insights for game developers and digital marketing practitioners in designing more effective promotional strategies to increase consumers’ purchase intention.

Vikara: Student Academic Journal of Business and Management

Table of Contents

The dominant role of hedonic motivation and e-WOM in impulsive buying behavior of fashion products

Impact of discounts and free shipping on purchase decisions

Causal study of organizational commitment, intrinsic motivation, and job characteristics

Employee voice enhances work performance via innovation

The influence of event marketing and influencer marketing on purchase intention of virtual item diamonds