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All Journal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Annusfy
Chandra Suparno
Universitas Jenderal Soedirman
Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Analisis Pengaruh Karakteristik Reviewer terhadap Niat Beli: Pendekatan Interaksi Parasosial Chandra Suparno; Dafi Andin Robbi Muhammad
Annusfy : Journal of Multidisciplinary Research Vol. 1 No. 11 (2026): July 2026, Annusfy
Publisher : Jaanur Elbarik Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65065/jg3n7r08

Abstract

This study examines how social attractiveness, perceived similarity, and trustworthiness influence purchase intention, mediated by parasocial interaction. Adopting a case study design, data were collected from 203 active Instagram followers of Indonesian reviewer Fadil Jaidi using purposive sampling and analyzed via Structural Equation Modeling (SEM) with AMOS. The results indicate that perceived similarity and trustworthiness positively affect parasocial interaction, which subsequently drives purchase intention. Furthermore, parasocial interaction significantly mediates the relationships of perceived similarity and trustworthiness with purchase intention. Conversely, social attractiveness has no significant effect on purchase intention and is not mediated by parasocial interaction. These findings underscore the critical role of psychological ties between reviewers and followers in shaping consumer purchase behavior on social media platforms.
THE STRATEGIC ROLE OF INTELLECTUAL CAPITAL AND FINANCIAL TECHNOLOGY IN IMPROVING MSME PERFORMANCE IN BANYUMAS REGENCY Chandra Suparno; Sulistyandari Sulistyandari; Weni Novandari; Ekaningtyas Widiastuti
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 2 (2024): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i2.819

Abstract

The existence of Micro, Small and Medium Enterprises (MSMEs) plays a significant role in contributing to the growth of the Indonesian economy. MSMEs are required to optimize their resources, especially non-physical resources, and utilize existing financial technology (Fintech) in order to be able to compete and develop at all times. Intellectual capital is increasingly recognized as a strategic asset that is considered important for sustainable profits. Business support by utilizing financial technology will improve business performance. The goal of this research is to investigate the impact of intellectual capital and financial technology components on the performance of MSMEs. The resulting sample was 66 respondents who were MSME business actors. The method used was Multiple Regression analysis. The results of the study found that customer capital and structural capital, which are elements of intellectual capital, affect MSME performance, while human capital, social capital, spiritual capital and financial technology do not affect MSME performance. Thus, the elements of intellectual capital owned by MSMEs need to be utilized optimally to achieve competitive advantage and maintain business existence.
Co-Authors Dafi Andin Robbi Muhammad Ekaningtyas Widiastuti Sulistyandari Sulistyandari Weni Novandari