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p-Index From 2020 - 2025
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This Author published in this journals
All Journal ADPEBI International Journal of Business and Social Science International Journal of Entrepreneurship and Business Management
Purnamawati, Hilda
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Integrating Sustainability with Celebrity Endorser and Brand Image: Effects on Buying Interest in Cosmetics Consumers Surjono, Welly; Purnamawati, Hilda; Sukiman, Iyan; Hafdriani , Al-nissya
ADPEBI International Journal of Business and Social Science Vol. 5 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (Adpebi)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijbs.v5i1.1191

Abstract

Purpose – This study aims to find out how endorsements, and endorsements of elebrities and brands, can influence purchase preference. Methodology/approach–The research design in this study is quantitative with a self-administered online survey research method. The research participants were adult female cosmetics consumers over 18 years of age selected through online panel providers in Pangalengan, South Bandung, totaling 9,964 people with the Simple Random Sampling technique obtained 384 samples. Data analysis was conducted using descriptive statistics and inferential statistics, including t-test and ANOVA. Findings–The results reveal significant differences between the variables, and support plays an important role in purchasing decisions. ANOVA results show a strong relationship between endorsement, celebrity endorsement, and brand image. Regression models show that endorsements and celebrity endorsements positively affect purchase intentions, with endorsements having a relatively significant effect. Novelty/value –The integration between sustainability and the use of celebrity endorsers has not been explored in depth. Usually, celebrity endorsement focuses more on celebrity appeal, credibility, or social influence without considering sustainability.
The Influence of the Current Ratio and Debt to Equity Ratio on Return of Assets Against ANTM Company. Tbk Purnamawati, Hilda; Noorwasylatusyfa , Erdyani; Sukiman, Iyan
International Journal of Entrepreneurship and Business  Management Vol. 3 No. 1 (2024)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijebm.v3i1.951

Abstract

This study aims to determine how much influence the current ratio and debt to equity ratio have on the return on assets of the ANTM company. Tbk. This study uses financial report data over a period of 5 years from 2017-2021 as a research sample using SPSS25. The method used in this research is asociative descriptive analysis with a quantitative approach. The instrument used in this research is financial report data for a span of 5 years for each variable. Based on the results of data analysis obtained multiple linear regression equations from the results of hypothesis testing obtained that the results showed that the variable current ratio (X1) and debt to equity ratio (X2) had a calculated F value of 102.762 and a sig value of 0.000 with an F table value of 18.153. With the results of F count > F table and sig count < 0.005, it can be concluded that simultaneously the current ratio and debt to equity ratio affect the return on assets (Y). In this study, it was also found that the coefficient of determination had an effect of 67.9%, which means that the influence of the current ratio and Debt to equity ratio on the return on assets is 67.9%, the remaining 32.1% is influenced by other factors not included in this study
Co-Authors Hafdriani , Al-nissya Noorwasylatusyfa , Erdyani Sukiman, Iyan Surjono, Welly