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Palahudin Palahudin
Universitas Djuanda
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Pengaruh Influencer dan Social Media Marketing Terhadap Purchase Intention yang Dimediasi oleh Trust pada Pengguna Lazada Gen Z di Kota Bogor Affandi Ilham Fadillah; Erni Yuningsih; Palahudin Palahudin
Community Engagement and Emergence Journal (CEEJ) Vol. 5 No. 6 (2024): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i3.8724

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer dan social media marketing terhadap purchase intention yang dimediasi oleh trust pada pengguna Lazada generasi Z di Kota Bogor. Penelitian ini dirancang untuk mencapai tujuan penelitian dalam menganalisis pengaruh influencer dan social media marketing terhadap purchase intention yang dimediasi oleh trust. Penelitian ini termasuk ke dalam jenis pendekatan kuantitatif. Teknik pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Sampel penelitian sebanyak 100 responden dengan menggunakan rumus Lemeshow. Hasil penelitian menunjukkan bahwa rata-rata tanggapan responden terhadap variabel purchase intention, trust, influencer, dan social media marketing berada dalam kategori tinggi hingga baik. Indikator eksternal menjadi faktor tertinggi pada purchase intention, sementara minat terhadap produk menjadi yang terendah. Trust didominasi oleh niat baik sebagai indikator tertinggi dan reputasi sebagai yang terendah. Untuk influencer, kekuatan menjadi indikator tertinggi dan kredibilitas yang terendah. Social media marketing menunjukkan kesadaran merek sebagai indikator tertinggi dan keterlibatan sebagai yang terendah. Secara struktural, influencer dan social media marketing berpengaruh positif dan signifikan terhadap trust dan purchase intention. Trust juga memiliki pengaruh langsung dan positif terhadap purchase intention. Selain itu, trust terbukti memediasi secara positif hubungan antara influencer dan social media marketing terhadap purchase intention. Temuan ini menekankan pentingnya kepercayaan dalam memperkuat niat beli pengguna Gen Z terhadap platform e-commerce Lazada.
Organizational Commitment in Mediating the Work Environment and Compensation on Employee Performance M Iksal Ilham; Yulianingsih; Palahudin
International Journal of Educational and Life Sciences Vol. 3 No. 2 (2025): February 2025
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijels.v3i2.330

Abstract

This research aims to analyze the influence of organizational commitment in mediating the work environment and compensation on employee performance at PT. Japfa Comfeed Indo. Tbk Parungkuda Hatchery Unit. Data was collected through questionnaires from 92 employees and analyzed using the IBM SPSS v25 application with the path analysis method. The research results show that the work environment and compensation have an influence on employee performance, and organizational commitment is able to mediate the relationship between the work environment and compensation on employee performance. Based on these findings, it is recommended that companies improve work facilities, provide appropriate benefits, and strengthen normative commitments to increase employee satisfaction and productivity.
Brand Equity and Brand Trust on Purchasing Decisions Somethinc Products with E-WOM as Intervening Variable (Case Study: Djuanda University 2023/2024 Students) Fatya Permata Ambyya Sukmedi; Palahudin; Rachmat Gunawan
International Journal of Educational and Life Sciences Vol. 3 No. 2 (2025): February 2025
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijels.v3i2.208

Abstract

This research aims to analyze the influence of brand equity and brand trust on purchasing decisions with electronic word of mouth (E-WOM) as an intervening variable. The study involved a population of 514 individuals, with a sample of 100 respondents selected using a quota sampling technique. Data were collected through interviews, questionnaire distribution, and observations. The data analysis was conducted using path analysis with the assistance of SPSS version 27.00. The findings indicate that brand equity and brand trust positively and significantly impact E-WOM. Furthermore, brand equity, brand trust, and E-WOM positively and significantly influence purchasing decisions. Additionally, brand equity and brand trust indirectly affect purchasing decisions through E-WOM.
Co-Authors Abdul Rahman Nulhakim Affandi Ilham Fadillah Agus Zakaria Ahmad Dani Aida Komalasari Alfian Maulana Alisya Subhani Alya Junieta Dwiyana Anastasia Mince Ria Anisa Yuliani Annisa Qutratuain Ardelia Ulima Sunandar Asep Sofwan Munandar Awa Awa Bunga Putri Nurseha Dena Oktaviani Denna Amelya Septyani Deuis Hermawati Devi Triana Dika Wahyu Setianingrum Dina Marlina Dina Septiani Dwi Gemina Endang Silaningsih Erni Yuningsih Fadillah Nur Hikmah Fani Agustiani Fatya Permata Ambyya Sukmedi Frans Abdullah Kafarang Giska Wafiq Azizah Setiawan Gymnastiar Muhammad Hakiki Hartaty Kurniawaty Hastanti Ismah Rahayu Hastanti Ismah Rahayu Helda Pebrasari Imel Rahmawati Indra Cahya Kusuma Ismartaya Ismartaya Kamila Fadhiya Kurnia Ningsih Lulu Adla Aulia M Iksal Ilham Mas Nur Mukmin Mugia Wira Nagara Muhammad Ichsan Muhammad Kemal I.A Muhammad Mexki Romdeni Putra Musa Mulyadi Mutiara Mutiara Nawa Julika Novita Wulandari Nuria Fitri Ramadani Nurlela Nurlela Putri Endah Utami Rachmat Gunawan Raskia Putri Novi Yunia Rizki Muhamad Rizky Titis Agustianto Robyansyah roby Sabrina Putri Salsabila Safanah Zulfah Samsuri . Sinta Sundari Siti Aidini Khoerunnisa Siti Robiatul Adawiyah Sri Harini Tini Kartini Titiek Tahta Titiek Tjahja Andari Yunisa Ogda