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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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The Effect of Influencer Credibility and Celebrity Endorsements on Purchase Intention, with E-Trust as a Mediating Variable Setiawan, Kelvin; Christian, Michael
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
Does strategic generative AI learning in higher education trigger job anxiety? An experimental study Kurnadi Gularso; Michael Christian; Guan Nan; LI Jiancheng
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.v4i1.135

Abstract

Background: The use of AI-based instructional videos in higher education is rapidly expanding, offering greater convenience and potential benefits in the learning process. However, alongside these advantages, students are increasingly concerned about the possibility that AI may replace human roles, particularly in the context of future employment. Purpose: This study aims to examine the effects of perceived ease of use (PEU), perceived benefits (PB), and knowledge of generative AI (KAI) on AI job replacement anxiety (REPLC), as well as to test the moderating role of KAI in these relationships. As part of its broader contribution, this study positions AI literacy as a strategic capability shaping workforce readiness. Method: This study employs an explanatory quantitative approach using a quasi-experimental design involving 200 undergraduate students in Jakarta. Respondents were first exposed to an AI-generated lecture video before completing a questionnaire measured on a five-point Likert scale. Data were analysed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software.  Findings: The results indicate that PEU and PB are not significant with respect to KAI, while KAI has a positive and significant effect on such anxiety. In addition, KAI has a significant negative effect on PB and PEU. However, the moderating effects are not empirically supported. These findings highlight that AI literacy plays a critical role in shaping students’ awareness of potential job disruption caused by AI technologies. Furthermore, AI literacy can be considered as a strategic competence to prepare students for digital transformation and future workforce issues.
Co-Authors Alice Leonardi Liong Amelia Suryani Auditia Setiobudi Cahya, Kenny Oktavianus Celia Paramitha Chandra, Zelindio Danial Thaib Dedi Nurfalaq Dewantara, Yudhiet Fajar Eko Retno Indriyarti Ezra Deardo Purba Fensi, Fabianus Fitriana Titis Fitriana Titis Perdini Fitriana Titis Perdini Fitrianingrum Kurniawati, Fitrianingrum 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 Ilona Vicenovie Oisina Situmeang Irlandra, Frendy Japri, Evan Pratama Jonathan, Ivan Jonnathan Jordian Julia Loisa Junianti, Stella Justinius Justinius Kikin H Mutaqin Kristanto, Eka Dana Kurnadi Gularso 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 Ratna Muljani Santosa Refianto Refianto Retno Sari Murtiningsih Rima Melati Rima Melati Rima Melati Sander, Ongky Alex Santosa, Ratna Muljani Santoso, Greffin Geraldy Setiawan, Kelvin Silalahi, Ronald Maraden Parlindungan Stella Junianti Sugiyanto, Liem Bambang Sunarno Sunarno Sunarno Sunarno Sunarno Sunarno Susanty Dewi Winata Titis Setyono Adi Nugroho Vina Apriyana Vincent Nuari Wibowo, Suryo Wibowo, Suryo Yuli Kartika Dewi Yustinus Yuniarto Yustinus Yuniarto Zakarsyi Zakarsyi Zakarsyi, Zakarsyi