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Pengaruh Celebrity Endorser dan Viral Marketing terhadap Keputusan Pembelian Melalui Minat Beli (Literature Review Manajemen Pemasaran) Indah Anggraeni Purnama Sari; Shofwatun Hasna; Muhamad Agung Ali Fikri; Firdaus Putra; Dhaniel Hutagalung; Dwi Ferdiyatmoko Cahya Kumoro; Marhaendro Purno; Francisca Sestri Goestjahjanti; Mutiara Fitridiani; Winanti, Winanti
Journal of Economic and Business Advancement Vol. 1 No. 4 (2026): June: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/zthtab88

Abstract

This study aims to construct a conceptual synthesis regarding the influence of celebrity endorser and viral marketing on purchase decisions through purchase intention as a mediating variable within the domain of marketing management. The research adopts a non-empirical qualitative approach using a systematic literature review to integrate and critically analyze previous empirical findings and theoretical perspectives. The findings indicate that celebrity endorser attributes such as credibility, attractiveness, and congruence enhance consumer trust and perceived value, while viral marketing strengthens social validation and message diffusion in digital environments. Both variables influence purchase decisions indirectly by shaping purchase intention as a behavioral intention mechanism. The study provides a coherent conceptual framework that can guide future empirical research in digital marketing contexts.  
THE INNOVATION ENGINE: HOW AI IS RESHAPING BUSINESS MODELS AND ORGANIZATIONAL EFFICIENCY Nofiyanti, Nofiyanti; Winanti, Winanti; Fajrin, Andira; Aks, Safriadi M. Yunus; Farhan, Akhmad; Kamar, Karnawi; Himmy Azz, Istajib Kulla; Asbari, Masduki
Jurnal Bisnis Manajemen dan Akuntansi Vol. 7 No. 2 (2025): JUBISMA
Publisher : LPPM UNIVERSITAS INSAN PEMBANGUNAN INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58217/jubisma.v7i2.214

Abstract

Today's digital transformation is heavily influenced by the presence of artificial intelligence (AI), which significantly changes the way businesses run while improving organizational efficiency. This research explores the utilization of AI in various industries, as well as the extent to which AI plays a role in driving business model innovation and improving company operational performance. By combining several approaches, this research systematically reviews scholarly articles from 2019 to 2024 as well as related digital book literature. The results show that AI has three main roles. First, it improves organizational efficiency through automation, smarter data processing, and cost savings. Second, driving business model change through service personalization, demand prediction, and integration with digital platforms. Third, it accelerates organizational learning in the process of business innovation. In addition to the technological and economic benefits, the study also highlights the importance of ethical aspects and participation in the application of AI, in order to minimize risks such as algorithm bias and potential decline in public trust. In conclusion, AI is not just a technological tool, but a strategic piece that can reshape organizational structures and business patterns. To effectively implement AI, organizations need to build digital capabilities, cultivate learning, and implement responsible governance.
IMPLEMENTASI METODE PROTYPE PADA APLIKASI PENJUALAN PRODUK THRIFT CLOTHING PADA TOKO XYZ Tiara, Beby; Winanti, Winanti; Saripudin, Saripudin; Rizky, Faizal; Rizky, Rizky; Jumiran, Jumiran
IPSIKOM Vol. 14 No. 2 (2026): IPSIKOM
Publisher : LPPM UNIVERSITAS INSAN PEMBANGUNAN INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58217/ipsikom.v14i2.459

Abstract

Beberapa kendala dan permasalahan penjualan yang terjadi pada Toko XYZ terutama dalam hal promosi dan pengelolaan stok barang yang masih dilakukan secaran konvensional mengakibatkan rentan terhadap kesalahan pencatatan, penelusuran barang yang memakan waktu lama, dan akses atau jangkauan pemasaran yang terbatas. Tujuan penelitian ini untuk membangun aplikasi penjualan secara digital berbasis web yang mudah diakses oleh siapa saja, kapan saja dan dimana saja. Metode yang digunakan dalam penelitian ini dengan studi pustaka, observasi dan wawancara secara langsung kepada pemilik Toko XYZ. Hasil dalam kegiatan ini berupa aplikasi penjualan yang dapat mengelola stok barang, transaksi dan laporan dapat dilakukan secara realtime. Setelah sistem ini terimplementasi maka kedepannya akan dikembangkan aplikasi berbasis mobile app yang lebih lengkap dan fleksibel.
RANCANG BANGUN SISTEM MANAJEMEN PARKIR DENGAN MENGGUNAKAN METODE PROTOTYPE PADA RUMAH MAKAN MIE XYZ Winanti, Winanti; Kurniawan, Muhammad Rega; Permana, Raya Agung Rai; Mulyana, Muhamad; Basuki, Sucipto
IPSIKOM Vol. 14 No. 2 (2026): IPSIKOM
Publisher : LPPM UNIVERSITAS INSAN PEMBANGUNAN INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58217/ipsikom.v14i2.470

Abstract

Sistem parkir pada Rumah Makan Mie XYZ masih dilakukan secara konvensional yang sering mengalami berbagai permasalahan diantaranya kesalahan pencatatan data kendaraan, sulitnya pemantauan kapasitas parkir, serta rendahnya tingkat keamanan data. Penelitian ini bertujuan untuk merancang dan membangun Sistem Manajemen Parkir berbasis komputer menggunakan metode Prototype. Metode Prototype dipilih karena mampu memberikan gambaran sistem secara cepat kepada pengguna sehingga kebutuhan sistem dapat diidentifikasi dan disesuaikan secara berulang. Tahapan penelitian meliputi pengumpulan kebutuhan, pembuatan prototype, evaluasi pengguna, pengembangan sistem, dan pengujian sistem. Hasil penelitian menunjukkan bahwa sistem yang dibangun mampu mengelola data kendaraan masuk dan keluar, menghitung biaya parkir secara otomatis, menampilkan informasi ketersediaan lahan parkir, serta menghasilkan laporan parkir secara cepat dan akurat. Penggunaan metode Prototype membantu meningkatkan keterlibatan pengguna dalam proses pengembangan sehingga sistem yang dihasilkan lebih sesuai dengan kebutuhan operasional pengelolaan parkir. Kedepannya akan dikembangkna sistem berbasis mobile yang terintegrasi dengan tarif otomatis, QR Code Parkir, dan RFID Card serta terintegrasi dengan CCTV rumah makan Mie XYZ
Co-Authors A Admiral Ade saputra Adella, Adella Adiyanto , Adiyanto Adiyanto Adiyanto Afianti, Vina Agistiawati, Eva Agus Purwanto AGUS PURWANTO Agustian, Wahid Rahmat Agustriani, Mega Ahadi, Ahadi Ahmad Fauji, Ahmad ahmad yani Aks, Safriadi M. Yunus Al Anshori, Fariz Alexander, Ilham Fauzi Alfi, Muhammad Aman, Mustar amungkas, Panca Deni P Andi Sanjaya Andiyani, Diny Anshori, Rizki Irfan Anwar , Moh Nuril Anwar, Moh Nuril Anwar, Moh. Nuril Apriana Markus, Mira Ari Wibowo, Tony Arizqa, Winanda Muftia Asbari, Masduki Asmarulloh, Muhamamad Alfin Asmin Asmin, Asmin Aulia Rizka, Aulia Aulia, Adellia Rosita Ayunita, Dian Ayyasy, Ahmad Nafis Az-Zahra, Fathimah Azhari Azhari Bangun Napitupulu, Bonar Jeppri Basuki, Sucipto Basuki, Teguh Insan Pembangunan Budi Haryanto Budiadnyana, Gusti Nyoman Budiadyana, Gusti Nyoman Budiadyana, Nyoman Budiman, Indra Adi Cahya Kumoro, Dwi Ferdiyatmoko Cahya Kumoro, Dwi Ferdyatmoko Carolina, Yuanita Chandra, Zaki Ma'rufan Chidir, Gusli Chyrinne, Ervana Cristine, Ervana Crystine, Ervana Darmawan, Dwiky Dedi Gunawan Deni Pamungkas, Panca Deviputri Suwandi, Safna Dewi, Wulan Rahma Dhaniel Hutagalung Dian Widiyanti Dina Fitria Murad Dwi Ferdiyatmoko Cahya Kumoro Efriani, Betharia eka , Henry antonius Eldora, Karin Erick Fernando B311087192 Ervana, Ervana Fahira, Dea Fahrezi, Galih fajar riyanto, fajar Fajriah, Nurul Fajriah, Rosika Nur Fajrin, Andira Faqih, Tengku Irsyad Farhan, Akhmad Fauzi Ahmad Muda Fayzhall, Miyv Faza, Ahmad Fenolia, Sheila Ferdiyatmoko Cahya Kumoro, Dwi Fernando, Bimbi Fianty, Melissa Indah Firayanti, Yuni Firdaus Putra Francisca Sestri Goestjahjanti Fuadi, Aris G. Gunawan Gazali Gazali Goestjahjanti, Francisca Goestjahjanti, Francisca Sestri Goestjahjanti, Fransisca Sestri Goestjahjati, Francisca Sestri Gosestjahjanti, Francisca Sestri Gozali, Ahmad Gozali, Edy Haniyah, Haniyah Haniyyah, Haniyyah Hartati, Ria Hasna, Shoftwatun Hasna, Shofwatun Hendriyati, Penny Hermawan, Ressa Nur Hermawati, Lusi Hidayatulloh Hidayatulloh Himmy’azz, Istajib Himmy”™azz, Istajib Kulla Hulu, Paolinus Hulu, Paulinus Hutagalung, Dhaniel Hyun, Choi Chi Ida Jubaedah Imelda, Donna Imeliyanti , Eka Imeliyanti, Eka Imil, Wardatul Indah Anggraeni Purnama Sari Indrawati, Dwi Risqiani Indrawati, Dwi Rizqiani Indri Nurwati, Mega Innocentius Bernarto, Innocentius Irfan Anshori, Rizki Isbah, Latif Palikal Isnaini, Sri Wahyuni Istajib Kulla Himmy’azz JAINURI, JAINURI Jaka Suwita jantrisia, Rio Johan Johan Johan, Monika Evelin Johan, Muhammad Jonathan, Tiardo Joni Iskandar, Joni Jubaida, Ida Juliyana, Yoga Jumiran, Jumiran Kariyadi, Novan Karnawi Kamar, Karnawi Karnawi, Karnawi Karyadi, Novan Karyono Karyono Kirana, Komalasari Indah Kulla Himmy'azz, Istajib Kulla Himmyázz, Istajib Kulla Himmy’azz, Istajib Kulla, Istajib Kumoro, Dwi Ferdi Cahya Kumoro, Dwi Ferdiyatmoko Cahya Kumoro, Ferdiyatmoko Cahya Kurniawan, Muhammad Rega Kusumaningsih, Sekundina Williana Kusumawati, Wisnu Dewi Lael, Badriyatul Luthfian, Muhamad Luthfian, Muhammad Maharani, Herlina Mahardhika, Tubagus Manalu, Lorence Maqin, Samsul Marhaendro Purno Marusaha, Tiardo Jonathan Marwah, Siti Maulana, Abbas maulida natswa, fida Mawarida, Apriliani Mendrofa, Yeremia Mintari, Nia Mirda Santi, Neta Muhamad Agung Ali Fikri Muhammad Arif Kurniawan Muhammad Maulana Muhammad Ridwan Muhammad Rizal, Imam Muhammad Yunus Muldani Rachmat, Imam Mulyana, Muhamad Mulyani, Rosi Mutiara Fitridiani Nafis Ayyasy, Ahmad Nanda Wulandari, Nanda Napitupulu, Bonar Napitupulu, Bonar Bangun Jeppri Natala, Fanny Dwi Natswa, Bonar Bangun Jeppri Natswa, Fida Maulida Nauli, Rika Ristana Nely Syahadah, Dewi Ngadiyono Ngadiyono, Ngadiyono Nia Kurniawati Nofiyanti Nofiyanti, Nofiyanti Novitasari, Dewiana Nugraha, Raka Kusuma Nugroho, Adi Prasetyo Nugroho, Rizki Nurasiah Nurasiah ., Nurasiah Nurasiah Nurasiah Nurhayati Nurhayati Nurhermawan, Ressa Nuri, Wiyono Nursiastuti, Nurasiah nursidin, nursidin Nurul Fatkhi, Rinjas Nurwati, Mega Indri Nuryanti, Yulis Octarina, Thina Oktabrianto, Oktabrianto Oktarina, Thina Olin, Maria Novita Pebrina, Erni Taruli Permana, Raya Agung Rai Prabowo, Yulius Pramono, Rudy Prastya Firmansyah, Ichsan Pratama, Sahrul Wahyu Purno, Marhaendro Purwaningrum, Dwi Putra, Firdaus putri, RDN DWI PUTRIANI Putriani, RDN Dwi Rachma Dewi, Wulan Rachmat, Imam Muldani Raden Mohamad Herdian Bhakti Radita, Fatrilia Rasyi Rahmandani, Niken Yulia Rahmawati, Adhelia Febri Rahmawati, Rahmawati Ramadani, Tia Ramadhani, Aldi Riyani Riyani Riyantao, Joko Riyanto Riyanto Riyanto, Gilang Fadhil Rizal, Imam Muhamad Rizfie, Muhammad Dala Rizky Rizky, Rizky Rizky, Faizal Rohmahdiah, Shilmi Ruliyana, Ruliyana Sabila, Azzahra Raysa Saefullah Saefullah, Saefullah Safitri, Asih Sahadah, Dewi Nelly Sahadah, Dewi Nely Sakhroji, Sakhroji Santi , Neta Mirda Santi, Neta Mirda Sari, Lusiana Sarifudin, Aip Saripudin Saripudin Sasono, Ipang Sa’adah, Fitria Sefthian, Sefthian Septian, Indra Septiana, Via Sestri G , Francisca Sestri Goestjahjanti, Francisca Sestri, Fransiska Setiawan, Rizky Setyani, Ika Shintya Maelani Shofwatun Hasna Sidik, Achmad Sidiq, Ilham Sihotang, Hotua Silitonga, Nelson Silitongga, Nelson Simamora, Aldisia Putra Simorangkir, Yosua Singgih, Eman Siti Maesaroh Sitorus, Santa Lusianna Solaeman, Deny Solaiman, Deny Sopyan, Dedi Sri Mulyati Sri Wahyuni Asnaini, Sri Wahyuni Srinita, Srinita Stevanny, Vannesa Sudiyono, Rachma Nadhila Sudiyono, Rachma Nadila Sudiyono, Yusuf Suhartono, Bambang Sukri, Sukriyah Sukriyah, Sukriyah Sunanto, Rintis Mardika Sunarto, Rintis Mardika Supiana, Nana Supriyanto . Supriyanto Supriyanto Suroso Suroso Sutardi, Didi Sutraliyana, Marliyani Syahfitri, Thelya Mulya Tama, Ardy Riyantai Teguh Widodo Tiara, Beby Tjahjana, David Trihatmoko, Roderikus Agus Trisolvena, Muhammad Nana Umiyati, Hesti Visencia, Novita Wahyono, Muhammad Rudi Wahyuni, Cahya Ayu Wardiansyah Wardiansyah, Wardiansyah Wibowo, Galih Surya widjaja, henry antonius eka Wihardjo, Mikael Tjokro Wijayanti, Laksmi Mayesti Wiyono, Nuri Yaafi, Naufal yanthy, Evy yanto, Adi Yoga Prihastomo Yulia, Yayah Yulius Denny Prabowo, Yulius Denny Yunengsih, Yayu Yuniarti, Angger Styo Yunita Rahmawati Yunitasari Yunitasari, Yunitasari Yusuf Yusuf Zhalfa, Elsa