Anshara Business Review

Determinants of Employee Performance: Examining Knowledge Transfer, Training Quality, Organizational Commitment, and Work Motivation

Dewi Setiawati — 2025-03-28

This study aims to examine the determinants of employee performance by analyzing the effects of knowledge transfer, training quality, organizational commitment, and work motivation within retail companies in the city of Medan. The research seeks to provide empirical evidence on how human resource practices and individual motivational factors jointly influence employee performance in a highly competitive retail environment. A quantitative research design was employed using a survey method. Data were collected from 220 employees working in retail companies in Medan through structured questionnaires. The measurement instruments were adapted from validated scales in prior studies. Structural Equation Modeling (SEM) was applied to test the measurement and structural models, ensuring construct validity, reliability, and hypothesis testing. Data analysis was conducted using AMOS software following established methodological guidelines. The results indicate that knowledge transfer, training quality, organizational commitment, and work motivation all have positive and significant effects on employee performance. Among these variables, work motivation shows the strongest influence, followed by knowledge transfer, training quality, and organizational commitment. The structural model demonstrates substantial explanatory power, confirming that the proposed framework effectively explains variations in employee performance in the retail sector. This study contributes to the human resource management literature by integrating Human Capital Theory and Social Exchange Theory within a comprehensive empirical model. The findings extend existing research by providing context-specific evidence from the retail industry in an emerging economy. Practically, the study offers actionable insights for retail managers in designing effective knowledge-sharing systems, training programs, and motivational strategies to enhance employee performance.

Drivers of Consumer Purchase Decisions on TikTok: A Social Commerce Perspective

Reza Zulfahmi — 2025-03-28

This study aims to examine the key drivers of consumer purchase decisions on TikTok from a social commerce perspective. Specifically, it investigates the roles of content quality, influencer credibility, perceived usefulness, and trust in shaping purchasing behavior within TikTok-based commerce environments. A quantitative explanatory approach was employed using a cross-sectional survey design. Data were collected from 220 TikTok users who had previously made purchases through the platform using an accidental sampling technique. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests. Statistical analysis was conducted using SPSS. The results reveal that content quality, influencer credibility, perceived usefulness, and trust all have positive and significant effects on consumer purchase decisions on TikTok. Among these factors, trust and perceived usefulness emerged as the strongest predictors, indicating that both technological and relational aspects play a critical role in social commerce purchasing behavior. This study contributes to the literature by extending the Technology Acceptance Model (TAM) into the context of TikTok-based social commerce and integrating it with social commerce theory. Practically, the findings provide valuable insights for marketers, influencers, and platform-based sellers in designing effective content strategies and trust-building mechanisms to enhance purchase decisions on TikTok.

Factors Influencing Consumer Purchasing Decisions on Potato Donut Products in Rantauprapat

Aulia Rahma — 2025-03-22

This study aims to analyze the influence of promotion, price, and product quality on consumer purchasing decisions for potato donut products in Rantauprapat. The research focuses on identifying the dominant factors that drive consumer purchase decisions in the context of local culinary micro and small enterprises (SMEs). This research employs a quantitative approach using a survey method. Data were collected through structured questionnaires distributed to 100 consumers of potato donut products in Rantauprapat. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software to examine both partial and simultaneous effects of the independent variables on purchasing decisions. The results indicate that promotion, price, and product quality have a positive and significant effect on consumer purchasing decisions, both partially and simultaneously. Among the three variables, product quality is found to have the strongest influence on purchasing decisions, highlighting its critical role in the culinary SME sector. This study contributes to the consumer behavior and marketing literature by providing empirical evidence on purchasing decision determinants within the context of local culinary SMEs. Practically, the findings offer strategic insights for SME owners in formulating effective marketing strategies by prioritizing product quality while maintaining competitive pricing and promotional activities.

Drivers of Consumer Purchase Decisions on TikTok: A Social Commerce Perspective

Ilham Syarkawi Lubis — 2025-03-28

This study aims to examine the effect of digital adoption on competitive advantage among cultural product micro, small, and medium enterprises (MSMEs) in North Sumatera from a marketing perspective. The research seeks to understand how the utilization of digital technologies contributes to strengthening the competitive position of culturally embedded enterprises operating in a dynamic market environment. A quantitative explanatory research design was employed using a cross-sectional survey approach. Data were collected from 220 owners and managers of cultural product MSMEs in North Sumatera through a structured questionnaire. Purposive sampling was applied to ensure that respondents had experience in adopting digital technologies for marketing activities. The data were analyzed using multiple linear regression, supported by validity and reliability tests as well as classical assumption testing. Statistical analysis was conducted using SPSS. The results reveal that digital adoption has a positive and statistically significant effect on competitive advantage among cultural product MSMEs. The findings indicate that MSMEs that actively integrate digital technologies into their marketing practices are more capable of enhancing product differentiation, expanding market reach, and strengthening customer relationships. Digital adoption emerges as an important strategic driver of competitiveness in culturally based enterprises. This study contributes to the literature by extending the Resource-Based View and Dynamic Capability Theory to the context of cultural product MSMEs at the regional level. From a practical perspective, the findings provide insights for MSME owners and policymakers on the importance of aligning digital adoption with marketing strategies to achieve sustainable competitive advantage while preserving cultural authenticity.

The Influence of Promotion Strategy, Product Quality, and Price on Consumer Purchase Decisions Amidst Competition in the Fast Food Industry in Pekanbaru

Ramadani Aisyah — 2025-03-22

This study aims to analyze the influence of promotional strategies, product quality, and price on consumer purchasing decisions amid the intense competition of the fast-food industry in Pekanbaru City. The research seeks to identify the dominant marketing factors shaping consumer decision-making in a highly competitive urban market. This study employed a quantitative approach with an explanatory research design. Data were collected through a structured questionnaire distributed to 110 fast-food consumers in Pekanbaru City using an accidental sampling technique. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests, with SPSS as the statistical analysis tool. The results indicate that promotional strategies, product quality, and price have a positive and significant effect on consumer purchasing decisions, both partially and simultaneously. Product quality emerged as the most influential factor, followed by promotional strategies and price. The model demonstrates strong explanatory power, indicating that marketing mix variables play a crucial role in shaping purchasing decisions in the fast-food industry. This study contributes theoretically by reinforcing consumer behavior and perceived value theories within the context of fast-food industry competition in a developing urban area. Practically, the findings provide managerial insights for fast-food businesses to design integrated marketing strategies that emphasize consistent product quality, effective promotion, and competitive pricing to enhance consumer purchasing decisions.