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All Journal iBuss Management Fundamentum: Jurnal Pengabdian Multidisiplin
Olivia Rahayu
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Humanities Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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The Effect of Source Credibility, Source Attractiveness, Product Matchup, and Meaning Transfer toward Purchase Intention Mediated by Consumer Attitude on Fashion Industry in Indonesia Olivia Rahayu; Wilson Arifin
iBuss Management Vol 8, No 2 (2020): iBuss Management
Publisher : iBuss Management

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Abstract

With the increasing number of social media users in Indonesia, social media have started to create job opportunities for individuals and become the new celebrity marketing strategy for brands. This individual will be called as social media influencers. Along with the fact, social media influencers need to understand the factors affecting first time purchase intention to be recognized and accepted by customers. Thus, this research has objective to analyze people’s motivation to buy product endorsed by social media influencers. This research will use analysis done by Lim et al., (2017) as the theoretical foundation, which analyzed the impact of social media influencers toward purchase intention mediated by consumer attitude by evaluating four factors, which are source credibility, source attractiveness, product matchup, and meaning transfer. Fashion industry will be used as the research object as it is the industry that can be evaluated based on external appearance. This research collected 100 data using Self-Administered Questionnaire distributed through online platform. The data were analyzed using Multiple Linear Regression with the result of source credibility, source attractiveness, product matchup, and meaning transfer affecting purchase intention mediated by consumer attitude.Keywords: Source Credibility, Source Attractiveness, Product Matchup, MeaningTransfer, Purchase Intention
Penyuluhan Hak Kekayaan Intelektual (HAKI) Kepada Pelaku UMKM di Kelurahan Bacang Kota Pangkal Pinang Indinastin Indinastin; Munir Munir; Sugianto Sugianto; Kismiadi Kismiadi; Olivia Rahayu; Supuan Sultan Al Alif; Erlina Erlina; Devo Ferin Alfarizi; Maulana Maulana; R.M. Sheridan Abdalla; Saferius Ndruru; Yandi Yandi
FUNDAMENTUM : Jurnal Pengabdian Multidisiplin Vol. 3 No. 4 (2025): November : FUNDAMENTUM : Jurnal Pengabdian Multidisiplin
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/fundamentum.v3i4.1336

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia often face challenges in protecting their Intellectual Property Rights (IPR), particularly due to limited understanding of trademark, copyright, and product design registration. This lack of legal awareness reduces competitiveness and increases the risk of ownership disputes. This Community Service Program aimed to enhance the legal knowledge and awareness of MSMEs regarding IPR through an interactive counseling activity in Bacang Subdistrict, Pangkal Pinang City. The method included material presentation, interactive discussions, IPR registration simulations, and evaluation using pre-test and post-test. The activity was attended by 25 participants from various business sectors. The results showed a significant improvement in participants’ understanding, as evidenced by the average pre-test score of 43.08 increasing to 77.08 in the post-test, representing a 79% improvement. Beyond knowledge enhancement, participants also demonstrated a shift in mindset, with the majority expressing a commitment to initiate IPR registration steps. These findings confirm that practice-based counseling combined with interactive discussions is effective in increasing MSME legal awareness and supporting the protection of intellectual assets through IPR mechanisms
Co-Authors Devo Ferin Alfarizi Erlina Erlina Indinastin Indinastin Kismiadi Kismiadi Maulana Maulana Munir Munir R.M. Sheridan Abdalla Saferius Ndruru Sugianto Sugianto Supuan Sultan Al Alif Wilson Arifin Yandi Yandi