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All Journal Abadi: Jurnal Ahmad Dahlan Mengabdi Jurnal Manajemen, Bisnis dan Kewirausahaan
Choirul Anam
Master Of Management, Faculty Of Economics And Business Universitas Brawijaya
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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Pengaruh Endorsement Influencer dan Online Customer Review terhadap Minat Beli serta Implikasinya Pada Keputusan Pembelian: (Studi pada Rumah Makan Mandarin 28 Tretes, Pasuruan) Yustika Pramaisela Febrianti; Survival Survival; Choirul Anam
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Agustus : Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i2.5824

Abstract

This study aims to empirically examine and analyze the influence of influencer endorsement and online customer reviews on purchase intention and their implications for purchase decisions. The research adopts a quantitative approach with an explanatory design. The population consists of consumers of Rumah Makan Mandarin 28 Tretes, Pasuruan, who have been exposed to or interacted with influencer endorsements and/or related online customer reviews, as well as those who have prior experience or potential interest in purchasing at the restaurant. A total sample of 100 respondents was determined, considered adequate for Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis with a medium-complexity model, and consistent with Roscoe’s guidelines (30–500 respondents). The findings reveal that influencer endorsement has a positive and significant effect on purchase decisions. In contrast, online customer reviews show no significant effect on purchase decisions. Furthermore, influencer endorsement exerts a positive and significant effect on purchase intention. Purchase intention is found to partially mediate the effect of influencer endorsement on purchase decisions, but it does not mediate the relationship between online customer reviews and purchase decisions. These results emphasize the importance of influencer endorsement in shaping both consumer purchase intention and purchase decision-making, while online customer reviews do not play a substantial role in this context. The study contributes to the understanding of consumer behavior in the digital marketing era, particularly within the restaurant industry, and provides managerial implications for businesses in developing effective marketing communication strategies through influencer collaboration.
Optimalisasi Literasi Pengetahuan Manajemen Organisasi Pada UMKM Echo Poll Choirul Anam; Hanif Rani Iswari; Dian Candra Dewi; Niken Paramita
Ahmad Dahlan Mengabdi Vol 2 No 1 (2023): ABADI: Jurnal Ahmad Dahlan Mengabdi Edisi Maret 2023
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58906/abadi.v2i1.88

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk mengoptimalkan literasi manajemen organisasi bagi UMKM Echo Poll. Kegiatan ini dilaksanakan selama tiga hari (19–21 Januari 2023) dengan menggunakan pendekatan pemberdayaan yang secara aktif melibatkan peserta melalui tahapan pre-test, sosialisasi, dan post-test. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta, khususnya dalam manajemen sumber daya manusia, keuangan, dan pemasaran. UMKM Echo Poll diketahui memiliki kebutuhan tinggi terhadap literasi manajemen. Oleh karena itu, strategi seperti peningkatan pelatihan karyawan, pemanfaatan teknologi informasi, dan pembangunan jaringan kolaboratif direkomendasikan. Keberhasilan strategi ini memerlukan komitmen kuat dari pemilik dan karyawan UMKM, serta evaluasi rutin untuk perbaikan berkelanjutan.
Co-Authors Adya Hermawati Hanif Rani Iswari Niken Paramita SURVIVAL - - Survival Survival Yustika Pramaisela Febrianti