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All Journal Jurnal Siasat Bisnis JURNAL HAMA DAN PENYAKIT TUMBUHAN TROPIKA WIDYAKALA JOURNAL Jurnal ASPIKOM ARKESMAS [Arsip Kesehatan Masyarakat] JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN KACANEGARA Jurnal Pengabdian pada Masyarakat JIEMS (Journal of Industrial Engineering and Management Systems) Jurnal Entomologi Indonesia Bricolage : Jurnal Magister Ilmu Komunikasi Journal of Business and Applied Management JMB : Jurnal Manajemen dan Bisnis Dinasti International Journal of Education Management and Social Science Jurnal Akuntansi Bisnis Business Management Journal Program Studi Manajemen INTEGRITAS : Jurnal Pengabdian Jurnal Hospitality dan Pariwisata Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Jurnal E-Bis: Ekonomi Bisnis Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Pengabdian dan Kewirausahaan International Journal of Social Service and Research Go-Integratif : Jurnal Teknik Sistem dan Industri Jurnal Administrasi Kantor Applied Quantitative Analysis (AQA) Enrichment: Journal of Multidisciplinary Research and Development Bulletin of Educational Management and Innovation Proceeding of International Conference on Entrepreneurship (IConEnt)
Christian, Michael
Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

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Virtual campus tours as strategic marketing communication: The role of personal innovativeness Kurnadi Gularso; Henilia Yulita; Michael Christian; Sajjad Hussain
Bulletin of Educational Management and Innovation Vol. 4 No. 1 (2026): Bulletin of Educational Management and Innovation
Publisher : Rafandha Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56587/bemi.v4i1.151

Abstract

Background: Virtual campus tours (VCTs) have emerged as an important digital marketing communication tool in higher education, enabling universities to engage prospective students through immersive and accessible virtual experiences. However, empirical evidence regarding the factors influencing prospective students’ intention to use VCTs remains limited. Purpose: This study examines the effects of Personal Innovativeness in Information Technology (PIIT), Perceived Ease of Use (PEOU), and Perceived Enjoyment (PE) on prospective students’ Behavioral Intention (BI) to use VCTs. Method: A quantitative study was conducted using an online survey involving 108 prospective undergraduate students in Greater Jakarta, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS.  Findings: The results reveal that PIIT has a significant positive effect on PEOU. Furthermore, PEOU positively influences both PE and BI, while PE has a strong positive effect on BI. In addition, PE partially mediates the relationship between PEOU and BI. These findings suggest that designing VCTs that are both easy to use and enjoyable can effectively enhance prospective students’ intention to adopt virtual campus tours.
The Effect of Influencer Credibility and Celebrity Endorsements on Purchase Intention, with E-Trust as a Mediating Variable Kelvin Setiawan; Michael Christian
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 1 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i1.658

Abstract

The rapid growth of digital marketing has transformed the way consumers interact with brands, particularly through the use of influencers and celebrity endorsements. However, the effectiveness of these strategies largely depends on the level of trust consumers develop in digital environments (e-trust). This study aims to analyze the effect of influencer credibility and celebrity endorsement on purchase intention, with e-trust as a mediating variable. This research adopted a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a structured questionnaire using a Likert scale and analyzed to examine both direct and indirect relationships among variables. The results indicate that influencer credibility and celebrity endorsement have a positive and significant effect on e-trust. Furthermore, both variables also significantly influence purchase intention. E-trust is proven to have a positive effect on purchase intention and partially mediates the relationship between influencer credibility and celebrity endorsement with purchase intention. The structural model demonstrates strong predictive power and reliability. In conclusion, the effectiveness of influencer and celebrity-based marketing strategies is significantly enhanced when they are able to build consumer trust. Therefore, companies should prioritize selecting credible influencers and trustworthy endorsers to strengthen e-trust and increase consumer purchase intention
The Effect of Trustworthiness on Purchase Intention Mediated by Attitude Towards Food Creators and Attitude Towards Online Food Creator Reviews among TikTok Users in Jakarta Juli Fransisca; Ratlan Pardede; Michael Christian
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 12 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i12.633

Abstract

The development of social media, especially TikTok, has made food creators an influential source of culinary information in shaping people's consumption preferences and decisions. This study aims to analyze the influence of source trustworthiness, attitude towards food creators, and attitude towards online food creator reviews on purchase intention among TikTok users in Jakarta who have watched content from the @onebitebigbite account. The study used a quantitative approach with a survey method through an online questionnaire administered to 250 respondents selected using the purposive sampling technique. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of the study show that source trustworthiness has a positive and significant effect on attitude towards food creators, attitude towards online food creator reviews, and purchase intention. In addition, attitude towards food creators and attitude towards online food creator reviews also have a positive and significant effect on purchase intention. These findings indicate that trust in food creators and positive attitudes towards creators and reviews posted online are important factors influencing consumer purchase intention for food products recommended through TikTok.
Explaining citizenship behavior among government librarians through organizational fit and commitment Yustinus Yuniarto; Michael Christian; Tonmoy Halder; Danial Thaib
Bulletin of Educational Management and Innovation Vol. 4 No. 2 (2026): In Progress
Publisher : Rafandha Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56587/bemi.v4i2.152

Abstract

Background: The shifting professional demands, digital transformation and changing service expectations of librarians in government institutions have progressively made Organizational Citizenship Behavior (OCB) a crucial aspect for sustaining organizational effectiveness. However, the functions of Person–Organization Fit (P-OF), Affective Commitment (AC) and Perceived Organizational Support (POS) in explaining OCB has been little researched within this professional environment. Purpose: The purpose of this study is to assess the influence of P-OF on OCB, and to test whether AC and POS modify this relationship among government librarians. Method: This study used a cross-sectional quantitative survey involving 185 librarians working in government institutions in Jakarta and selected through purposive sampling. Data were collected through a web-based questionnaire using a five-point Likert scale and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Measurement quality was assessed through indicator loadings, composite reliability, Average Variance Extracted (AVE), and the Heterotrait–Monotrait ratio (HTMT) before the direct and moderating effects were evaluated. Findings: The results show that P–OF has a positive and significant effect on OCB. However, neither AC nor POS significantly moderates the relationship between P–OF and OCB. Implication: These findings indicate that value congruence can directly encourage citizenship behavior among government librarians, while AC and POS do not strengthen or weaken this relationship.
Co-Authors Alice Leonardi Liong Amelia Suryani Auditia Setiobudi Cahya, Kenny Oktavianus Celia Paramitha Chandra, Zelindio Danial Thaib Danial Thaib Dedi Nurfalaq Dewantara, Yudhiet Fajar Eko Retno Indriyarti Fensi, Fabianus Fitriana Titis Fitriana Titis Perdini Fitriana Titis Perdini Fitrianingrum Kurniawati, Fitrianingrum Galihwara Galihwara Giam, Howard Sarmento Girsang, Lasmery Rosentauly Meissalinya Glisina Dwinoor Rembulan Guan Nan Halim Agung Halim Agung Henilia Yulita Henilia Yulita Henilia Yulita Henilia Yulita Henilia Yulita Ilona Vicenovie Oisina Situmeang Irlandra, Frendy Japri, Evan Pratama Jonathan, Ivan Jonnathan Jordian Juli Fransisca Julia Loisa Junianti, Stella Justinius Justinius Kelvin Setiawan Kikin H Mutaqin Kristanto, Eka Dana Kurnadi Gularso Kusumah, R Yayi Munara Kusumah, Yayi Munara LI Jiancheng Liem Bambang Sugiyanto Merisa, Merisa Nico Lukito Nicola, Nicola Nurfalaq, Dedi Pangestu Arifin Pangguna, Wihanry Paramitha, Celia Parasian, Franciskus Perdini, Fitriana Titis Pramudita, Pajar Ratlan Pardede Ratlan Pardede Ratna Muljani Santosa Refianto Refianto Retno Sari Murtiningsih Rima Melati Rima Melati Rima Melati Sajjad Hussain Sander, Ongky Alex Santosa, Ratna Muljani Santoso, Greffin Geraldy Silalahi, Ronald Maraden Parlindungan Stella Junianti Sugiyanto, Liem Bambang Sunarno Sunarno Sunarno Sunarno Suryo Wibowo Susanty Dewi Winata Tonmoy Halder Vina Apriyana Vincent Nuari Wibowo, Suryo Wibowo, Suryo Yuli Kartika Dewi Yustinus Yuniarto Yustinus Yuniarto Yustinus Yuniarto Zakarsyi Zakarsyi Zakarsyi, Zakarsyi