Garuda - Garba Rujukan Digital

The Influence Of Celebrity Endorsement On Repurchase Intention With The Role Of Brand Image, Brand Credibility, And Brand Trust As Mediation On The Somethinc Brand Christalia, Windy; Ariyanti, Maya; Iskamto, Dedi
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 7 (2025): JETBIS : Journal of Economics, Technology and Business
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i7.187

The beauty industry in Indonesia is increasingly competitive with local brands such as Somethinc using celebrity endorsements as a marketing strategy. This study analyzes the influence of celebrity endorsement (attractiveness, trustworthiness, and expertise) on repurchase intention with brand image, brand credibility, and brand trust as mediation variables. The research method used a quantitative approach with 397 respondents analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study show that celebrity endorsements have a significant effect on brand image, brand credibility, and brand trust. Brand image and brand credibility have been shown to have a positive effect on repurchase intention, while brand trust does not show a significant influence. In mediation analysis, brand image mediates the relationship between trustworthiness and expertise and repurchase intention, while brand credibility mediates the relationship between attractiveness and expertise and repurchase intention. However, brand trust does not significantly mediate the relationship between celebrity endorsement and repurchase intention. This research provides practical implications that companies need to select endorsers based on trust and expertise, as well as build a strong brand image and credibility to increase consumer loyalty.

Organizational Culture and Its Impact on Employee Performance Iskamto, Dedi
International Journal of Management and Digital Business Vol. 2 No. 1 (2023)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v2i1.584

This study aims to analyze the influence of organizational culture on employee performance, explore the factors that influence an effective organizational culture. This research uses quantitative methods. Processing and hypothesis testing using SPSS version 25. The research location is a government institution in Riau Province. The population in the study were all office employees. In this study, sampling used a saturated sample, that is, if the population is smaller than 100 people, then the population is used as a sample, so that the number of samples studied is 35 employees. the results indicated that Organizational culture significant effect on performance. . It was found that Organizational Culture contributed 26.6% to employee performance, the remaining 73.4% was influenced by factors not examined in this study.

The Influence Of Celebrity Endorsement On Repurchase Intention With The Role Of Brand Image, Brand Credibility, And Brand Trust As Mediation On The Somethinc Brand Christalia, Windy; Ariyanti, Maya; Iskamto, Dedi
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 7 (2025): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i7.187

The beauty industry in Indonesia is increasingly competitive with local brands such as Somethinc using celebrity endorsements as a marketing strategy. This study analyzes the influence of celebrity endorsement (attractiveness, trustworthiness, and expertise) on repurchase intention with brand image, brand credibility, and brand trust as mediation variables. The research method used a quantitative approach with 397 respondents analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study show that celebrity endorsements have a significant effect on brand image, brand credibility, and brand trust. Brand image and brand credibility have been shown to have a positive effect on repurchase intention, while brand trust does not show a significant influence. In mediation analysis, brand image mediates the relationship between trustworthiness and expertise and repurchase intention, while brand credibility mediates the relationship between attractiveness and expertise and repurchase intention. However, brand trust does not significantly mediate the relationship between celebrity endorsement and repurchase intention. This research provides practical implications that companies need to select endorsers based on trust and expertise, as well as build a strong brand image and credibility to increase consumer loyalty.

The Role of Supply Chain Capability as Mediation Between Digitalization and Digital Connectivity on Operational Performance Aulia Fariha Fauzi, Putri; Hendayani, Ratih; Iskamto, Dedi
Journal of World Science Vol. 2 No. 10 (2023): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v2i10.436

The purpose of this study was to identify the factors that influence the operational performance of PT. Kereta Api Indonesia (Persero) or PT.KAI at Head Office in Indonesia using IPMA analysis on SmartPLS. This research develops theoretical aspects of understanding digitalization in Indonesia, which consists of supply chain capability variables mediating between digitalization and digital connectivity. Additionally, the study explores the roles of digital culture and technological turbulence as moderators influencing operational performance. Then, there is digital connectivity that will affect operational performance. This study uses a quantitative method with data sources derived from surveys through the distribution of online questionnaires to 48 Employees in the Logistics Department. The data analysis technique used is SEM-PLS and IPMA Analysis using SmartPLS software. Digitalization exhibits the greatest impact on operational performance in the presence of a mediating variable, which is the supply chain capability of PT. As supported by the IPMA analysis, KAI (Persero) at the Head Office indicates that digitalization holds the highest performance value compared to other variables—the management of PT. KAI must focus on digital culture, supply chain capability, and technological turbulence in conjunction with digitalization. This approach is crucial to ensure the company implements the Rapid Apps and maintains operational performance consistently. The study is the first study conducted to analyze the factors that influence operational performance in PT. KAI, so that it can be a reference and additional reference on academic knowledge and managerial aspects.

Analysis of The Impact of Competence on Performance: An Investigative In Educational Institutions Iskamto, Dedi
Asean International Journal of Business Vol. 1 No. 1 (2022)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

This study aims to determine the impact of competence on performance: an investigative study in educational institutions. This research is important to do to find out the variables to improve the quality of education by looking at the teacher's performance. This research is a quantitative research with data processing and hypothesis testing using SPSS version 25. The entire population of teachers from the two schools that became the object of the study was sampled. The influence of the competence variable on the performance variable is 57.8% while the remaining 42.2% is influenced by other variables that are ignored or not examined in this study.

Pengaruh Electronic Word of Mouth (E-Wom) Melalui Media Sosial Terhadap Minat Beli pada Produk Kosmetik Maybelline Dedi Iskamto; Amalia, Erika
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.5085

Advancements in information technology and the internet have transformed how people communicate and share information. E-WOM. Maybelline is one of the most popular and recognizable cosmetic brands, as seen by its #1 sales ranking in Indonesia. This study aims to determine the effectiveness of Maybelline's e-WOM strategy on social media influences consumers' intentions to make purchases. This is inspired by the occurrence and corroborating data showing, although Maybelline has the highest sales proportion of any cosmetic brand in Indonesia, that percentage has been declining year. Furthermore, this research aims to determine the relationship and effect of each element, including information quality, quantity, reliability, usefulness, adoption information, and purchase intention. This study employs a quantitative methodology. Data were gathered through a questionnaire and analyzed using structural equation modeling (SEM) with SmartPLS software. The findings show that information usefulness is positively and significantly impacted by information quantity, quality, and credibility. Adoption of information is positively and significantly impacted by information quality, quantity, reliability, and usefulness. Information adoption has a positive and significant effect on purchase intention. In order to forecast information uptake, this study advises adding more factors related to information quality, quantity, and trustworthiness. Furthermore, the same concept may be applied by future researchers to more niche social media networks.

Penerapan Information Adoption Model Untuk Mengukur Pengaruh Electronic Word Of Mouth Terhadap Niat Beli Scarlett Whitening di Media Sosial Tiktok Iskamto, Dedi; Zumarnis, Silfadila
Ekonomis: Journal of Economics and Business Vol 8, No 1 (2024): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i1.1296

Technological developments have increased from year to year, starting from the first industrial revolution technology 1.0 until now the ongoing revolution is named industry 4.0 by the World Economic Forum in 2016 which is called the digital era. The industrial revolution 4.0 involves all activities centered on the internet or often called the Internet of Things. TikTok has experienced a rapid increase where in 2022 it will be 61.3% of the total population and in 2021 it will be 38.7%. Based on these data, TikTok is the social media that has experienced the most rapid increase as the most active social media application in Indonesia. Scarlett Whitening is one of the most viewed brands on the Tiktok app. This study aims to better understand the effect of eWOM based on the TikTok application on Scarlett Whitening's purchase intention. To understand the impact of eWOM, I apply the information adoption model as a model that has been widely used in previous eWOM studies. Research using quantitative methods with the aim of this research is causal. Data collection used the non-probability sampling method with the convenience sampling type of 385 respondents using Scarlett. This study used a questionnaire data collection technique with a Likert scale and data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software.

Computational Architecture of Digital Marketing of Toyota Corporation Iskamto, Dedi; Wicaksono, Adryan Edhie
Jurnal Penelitian Pendidikan IPA Vol 9 No SpecialIssue (2023): UNRAM journals and research based on science education, science applic
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v9iSpecialIssue.7233

Toyota uses social media marketing strategies Instagram to promote its products and include important information about the automotive industry to influence social media marketing, e-wom, brand image, brand trust, and purchase intention. The research aims to determine the influence of Toyota's social media marketing, brand image, brand trust, and purchase intention. The sample taken in this research was 385 respondents using quantitative methods and data analysis techniques using SmartPLS. Based on the results of the analysis it was found that Social Media Marketing has a significant and positive effect on Purchase Intention, Social Media Marketing has a significant and positive effect on Brand Trust, Social Media Marketing has a significant and positive effect on the Brand Image, Brand Trust has a significant and positive effect on Purchase Intention, Brand Image has a significant and positive effect on Purchase Intention, E-Wom moderate Social Media Marketing has a significant and positive effect on Purchase Intention at Toyota

Pengaruh Electronic Word of Mouth (E-Wom) Melalui Media Sosial Terhadap Minat Beli pada Produk Kosmetik Maybelline Dedi Iskamto; Amalia, Erika
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.5085

Advancements in information technology and the internet have transformed how people communicate and share information. E-WOM. Maybelline is one of the most popular and recognizable cosmetic brands, as seen by its #1 sales ranking in Indonesia. This study aims to determine the effectiveness of Maybelline's e-WOM strategy on social media influences consumers' intentions to make purchases. This is inspired by the occurrence and corroborating data showing, although Maybelline has the highest sales proportion of any cosmetic brand in Indonesia, that percentage has been declining year. Furthermore, this research aims to determine the relationship and effect of each element, including information quality, quantity, reliability, usefulness, adoption information, and purchase intention. This study employs a quantitative methodology. Data were gathered through a questionnaire and analyzed using structural equation modeling (SEM) with SmartPLS software. The findings show that information usefulness is positively and significantly impacted by information quantity, quality, and credibility. Adoption of information is positively and significantly impacted by information quality, quantity, reliability, and usefulness. Information adoption has a positive and significant effect on purchase intention. In order to forecast information uptake, this study advises adding more factors related to information quality, quantity, and trustworthiness. Furthermore, the same concept may be applied by future researchers to more niche social media networks.

ANALISIS FAKTOR KONFIRMATORI KONSTRUKSI PADA PERDAGANGAN SOSIAL PADA MEDIA SOSIAL TIKTOK Iskamto, Dedi; Saladin, Thoriq
JURNAL ILMIAH EDUNOMIKA Vol. 7 No. 2 (2023): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v7i2.9153

Tujuan dari penelitian ini adalah untuk mengetahui apakah variabel rekomendasi dan referral, peringkat dan ulasan, serta forum dan komunitas merupakan variabel yang membangun sebuah perdagangan sosial atau social commerce. Atau bisa disebut sebagai variabel konstruk dari perdagangan sosial atau social commerce. Dengan menggunakan Teknik purposive sampling dalam non-probability sampling, didapat sampel responden sebanyak 472 responden dengan 401 diantaranya merupakan para pengguna Tiktok dan pernah menggunakan atau setidaknya mengetahui layanan Tiktok Shop. Data dari kuesioner yang telah disebarkan kemudian diolah menggunakan metode analisis konfirmatori menggunakan aplikasi SmartPLS. Dari hasil pengolahan data yang telah dilakukan menggunakan metode CFA second order, didapat hasil yang menunjukkan bahwa rekomendasi dan referral, forum dan komunitas, serta peringkat dan ulasan merupakan variabel yang membangun social commerce. Hasil dari penelitian ini diharapkan mampu memberikan pencerahan pada pelaku bisnis khususnya yang menggunakan fitur Tiktok Shop. Selain itu, diharapkan juga penelitian ini bisa menjadi acuan pada penelitian selanjutnya mengingat adanya keterbatasan dalam penulisan penelitian ini.

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