Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Management and Business Economics Jurnal Ekonomi, Manajemen, Akuntansi
Adi Firmanzah
Universitas Muhammadiyah Palopo, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Impact Of Influencer Marketing, Testimonials, and Promotional Discounts On The Purchase Intention Of Wardah Cosmetic Products : The Role Of Brand Image Mediation In Masamba Ima; Edi Maszudi; Adi Firmanzah
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1768

Abstract

The development of digital marketing is driving changes in consumer behavior in determining cosmetic product purchasing decisions. This study aims to analyze the influence of influencer marketing, testimonials, and promotional discounts on Wardah product purchase intentions with brand image as a mediating variable in Masamba, North Luwu. The study used a quantitative approach with a survey method on 170 Wardah product user respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that testimonials (β = 0.218; p = 0.022), promotional discounts (β = 0.221; p = 0.017), and brand image (β = 0.394; p = 0.000) had a positive and significant effect on purchase intentions. In contrast, influencer marketing did not have a significant effect on purchase intentions (β = 0.086; p = 0.222). The mediation results indicate that brand image mediates the effect of promotional discounts on purchase intention (β = 0.112; p = 0.007), but does not mediate the effect of influencer marketing and testimonials. This study confirms that effective marketing strategies in non-urban areas emphasize testimonials and price promotions more than the use of influencers. The originality of this study lies in testing the integrated model in the context of non-urban consumers, which is still limited in the marketing literature.
Peran Digitalisasi SDM dalam Mendukung Work – Life Balance dan Kinerja Pegawai pada Kantor Dinas Sosial Luwu Nurkholisa K; Suparni Sampetan; Adi Firmanzah
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.16451

Abstract

Transformasi digital dalam pengelolaan sumber daya manusia menjadi strategi penting bagi instansi pemerintah dalam meningkatkan efektivitas organisasi dan kualitas kinerja pegawai. Digitalisasi SDM tidak hanya mempercepat proses administrasi dan meningkatkan akurasi data, tetapi juga mendukung produktivitas kerja yang lebih adaptif. Di sisi lain, work–life balance menjadi aspek penting dalam menjaga stabilitas dan kesejahteraan pegawai. Penelitian ini bertujuan untuk menganalisis pengaruh digitalisasi SDM dan work–life balance terhadap kinerja pegawai pada Dinas Sosial Kabupaten Luwu. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 65 pegawai yang dipilih melalui teknik saturated sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis melalui regresi linier berganda dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa digitalisasi SDM berpengaruh positif dan signifikan terhadap kinerja pegawai, sedangkan work–life balance tidak menunjukkan pengaruh signifikan secara parsial. Namun, secara simultan kedua variabel berpengaruh signifikan terhadap kinerja pegawai. Temuan ini menegaskan bahwa efektivitas implementasi digitalisasi SDM merupakan determinan utama dalam meningkatkan kinerja pegawai pada sektor pemerintahan.
Co-Authors Edi Maszudi Ima Nurkholisa K Suparni Sampetan