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All Journal Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis International Journal of Marketing and Human Resource Research
Maftuha Nurrahmi
Universitas Muhammadiyah Palembang, Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh e-WOM dan Celebrity Endorsement terhadap Minat Beli Konsumen di e-Commerce Shopee di Kota Palembang dengan Brand Image sebagai Variabel Mediasi Indriana Hanifah; Sri Rahayu; Maftuha Nurrahmi
Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Vol. 7 No. 3 (2026): Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jismab.v7i3.3618

Abstract

This study aims to analyze the effect of celebrity endorsement, electronic word of mouth (eWOM), and brand image on consumer purchase intention in e-commerce platforms. The research method used is a quantitative approach, with data collected through questionnaires distributed to e-commerce users. The data analysis technique employed is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS)with the LISREL Program. Meanwhile, electronic word of mouth (eWOM) and brand image have a positive and significant effect on consumer purchase intention. This indicates that consumers tend to rely more on online reviews and brand image rather than celebrity influence when making purchasing decisions. The implications of this study suggest that companies should focus more on managing brand image and optimizing eWOM strategies to enhance consumer purchase intention.
Influence Organizational Commitment , Motivation Work and Compensation on the Performance of Bank Syariah Indonesia Employees in the South Sumatra and Bangka Belitung Region Herlian Agung Fahmi; Muhammad Idris; Maftuha Nurrahmi
International Journal of Marketing & Human Resource Research Vol. 7 No. 2 (2026): International Journal of Marketing & Human Resourches Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i2.3431

Abstract

This study aims to determine: (1) the effect of organizational commitment, work motivation, and compensation on the performance of marketing employees at Bank Syariah Indonesia in the South Sumatra and Bangka Belitung regions; (2) the effect of organizational commitment on the performance of marketing employees; (3) the effect of work motivation on the performance of marketing employees; and (4) the effect of compensation on the performance of marketing employees at Bank Syariah Indonesia in the South Sumatra and Bangka Belitung regions. This research is an associative study. The variables examined in this study include organizational commitment, work motivation, compensation, and employee performance. The population consists of all marketing employees at Bank Syariah Indonesia in the South Sumatra and Bangka Belitung regions, totaling 101 employees. The sampling technique applied was proportionate stratified random sampling. Primary data were collected using questionnaires. The data were analyzed using multiple linear regression. The results indicate that: (1) organizational commitment, work motivation, and compensation have a significant effect on the performance of marketing employees at Bank Syariah Indonesia in the South Sumatra and Bangka Belitung regions; (2) organizational commitment has a significant effect on employee performance; (3) work motivation has a significant effect on employee performance; and (4) compensation has a significant effect on the performance of marketing employees at Bank Syariah Indonesia in the South Sumatra and Bangka Belitung regions
Co-Authors Herlian Agung Fahmi Indriana Hanifah Muhammad Idris Sri Rahayu