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All Journal Teknika Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi
Herlina Herlina
Informatics and Business Institute Darmajaya
Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences Other

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When Artists Become Sellers: The Role of Brand and Artist Image in Shaping Purchase Intention in E-Commerce Herlina Herlina; Budhi Haryanto; Lilik Wahyudi; Catur Sugiarto
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 24 No. 2 (2025): Fokus Bisnis
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/ygxyp695

Abstract

In the evolving landscape of e-commerce, public figures such as artists are increasingly becoming sellers, directly marketing their branded products through platforms like Shopee. This study explores how brand image and artist image influence consumer purchase intention in this context, with brand attitude and artist attitude acting as mediators. A survey was conducted with 250 Shopee followers, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand image and artist image significantly influence consumer attitudes, which in turn drive purchase intention. Mediation analysis confirms that brand and artist attitudes serve as key mechanisms linking image to intention. This study offers new insights into consumer behavior in digital marketplaces where the boundaries between celebrity and seller are increasingly blurred.
Rancang Bangun Perpustakaan Digital Andri Winata; Zuriana Zuriana; Herlina Herlina; Mardiana Mardiana; Kurnia Muludi
TEKNIKA Vol. 13 No. 1 (2019): TEKNIKA
Publisher : Politeknik Negeri Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (802.163 KB) | DOI: 10.5281/zenodo.3461341

Abstract

Berdasarkan surat edaran Dirjen Dikti No. 152/E/T/2012 tanggal 27 Januari 2012 yang dituju kepada :Rektor/Ketua/Direktur PTN/PTS di seluruh Indonesia menyatakan bahwa publikasi hasil penelitian menjadi persyaratan wajib bagi mahasiswa pasca untuk lulus, karena itu kualitas penelitian mahasiswa harus semakin baik dan dapat diterima di jurnal nasional terakreditasi atau jurnal international bereputasi. Hal ini menjadi tugas besar para pengelola program pascasarjana dan dosen-dosen pembimbing untuk mendorong dan melibatkan mahasiswa pasca untuk dapat mempublikasikan hasil penelitiannya. Salah satunya dengan memfasilitasi dengan literature-literature baik buku, maupun jurnal-jurnal yang berkualitas yang dapat diakses di perpustakaan lingkungan mahasiswa berada. Penelitian ini bertujuan untuk mendesain manajemen perpustakaan berbasis digital. Hasil penelitiannya bahwa program perpustakaan digital telah dibuat dari tampilan awal masuk perpustakaan digital sampai proses peminjaman buku, namun tampilan perpustakan digital masih sederhana.
Co-Authors Andri Winata Budhi Haryanto Catur Sugiarto Kurnia Muludi Lilik Wahyudi Mardiana Mardiana Zuriana Zuriana