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All Journal Jurnal Ekonomi Integra Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Taslim, Wui San
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Economics, Econometrics & Finance

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ANALISIS PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI KONSUMEN Sugianto, Sugianto; Vivi, Vivi; Junardi, Junardi; Taslim, Wui San; Vanessa, Delicia
Jurnal Ekonomi Integra Vol 14, No 2 (2024): Jurnal Ekonomi Integra
Publisher : STIE 'INDONESIA' Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51195/iga.v14i2.355

Abstract

Brand ambassador merupakan elemen penting dalam kesuksesan produk. Mereka berperan dalam menarik minat konsumen, meningkatkan kesadaran merek, dan mendorong pembelian produk dari merek yang diwakilinya. Melalui interaksi dan testimoni mereka, brand ambassador menjadi bukti nyata keefektifan produk, mendorong konsumen untuk meniru gaya hidup dan merasakan manfaat yang sama. Dengan strategi yang tepat, brand ambassador dapat menjadi katalisator kesuksesan bagi merek dan mendorong pertumbuhan bisnis yang signifikan. Tujuan dari penelitian ini adalah untuk mengetahui signifikansi pengaruh brand ambassador terhadap minat beli konsumen pada produk skincare. Metode penelitian yang digunakan adalah penelitian asosiatif/hubungan dengan teknik analisis data yang digunakan adalah regresi linear berganda dengan menggunakan SPSS 26. Sampel yang digunakan dalam penelitian ini berjumlah 101. Hasil penelitian menunjukkan bahwa visibility, attraction, dan power berpengaruh secara signifikan terhadap minat beli pada produk skincare. Sementara, credibility tidak berpengaruh secara signifikan terhadap minat beli pada produk skincare.
INTEGRATING EMOTION AI IN HR DECISION-MAKING FOR EMPLOYEE WELL-BEING AND PERFORMANCE Taslim, Wui San; Vivi, Vivi
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 1 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i1.8207

Abstract

PURPOSE - This study examines how Emotion Artificial Intelligence (Emotion AI) influences the quality of Human Resource (HR) decision-making through the mediating role of Emotionally Aware AI Decision Making (EA-AIDM). EA-AIDM is introduced as a socio-technical construct that reflects AI systems, capacity to detect, interpret, and respond to human emotions in HR contexts.METHODOLOGY - Using a quantitative design, the study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze responses from 122 HR professionals representing technology, manufacturing, and financial sectors. Participants were selected through purposive and stratified sampling, with inclusion criteria such as managerial roles and experience using AI-driven HR systems. Analyses included reliability, validity, factor loadings, and mediation testing.FINDING - Results reveal that AI adoption has no direct impact on HR decision-making (β = 0.178, p = 0.085) but exerts a significant indirect influence through EA-AIDM (β = 0.364, p < 0.001), indicating partial mediation. Among EA-AIDM indicators, context awareness and risk aversion showed the strongest effects, while emotion detection was weakest (mean = 2.69). These findings underscore the importance of designing emotionally aware AI that balances analytical precision with empathy to achieve ethical and effective HR decisions
Co-Authors Junardi Junardi Sugianto Sugianto Vanessa, Delicia Vivi Vivi, Vivi