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All Journal Jurnal Entrepreneur dan Manajemen Sains Jurnal Akuntansi, Manajemen, Ekonomi Islam Journal of Indonesian Management
Taufik Bustami
Universitas Muhammadiyah Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND IMAGE DAN ENDORSEMENT SELEBRITAS TIKTOK TERHADAP MINAT BELI Fadhilah Shabirah; Taufik Bustami; Dedy Wahyudi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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This study aims to determine the influence of brand image and TikTok celebrity endorsements on purchase intention for Scarlett skincare products among Generation Z in Bengkulu City. This research is a quantitative descriptive study. The population of this study was Generation Z in Bengkulu City. Data collection techniques used were observation and questionnaires. The data analysis technique used was multiple linear regression. The results of this study indicate that brand image and TikTok celebrity endorsements have a positive and significant influence on purchase intention. This finding suggests that the higher the positive consumer perception of the brand image, and the more effective and credible the endorsement by TikTok celebrities, the higher the consumer's purchase intention for Scarlett skincare products. This research provides important implications for companies in designing more targeted and effective marketing strategies, particularly in utilizing social media as a primary promotional tool. Keywords: Brand Image, TikTok Celebrity Endorsement, Purchase Intention
PENGARUH KOMPENSASI, DISIPLIN KERJA DAN PENGEMBANGAN KARIER TERHADAP KINERJA KARYAWAN Kiffatul Anhar; Taufik Bustami
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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The research is based on the persistence of differences in employee perceptions of compensation, the suboptimal implementation of work discipline, and the unequal distribution of career development opportunities that impact employee performance. This study aims to analyze the influence of compensation, work discipline, and career development on employee performance at PT. Daria Dharma Pratama Mukomuko, both partially and simultaneously. The research method used is a quantitative method with a survey approach. Data were collected through questionnaires and analyzed using multiple linear regression analysis, validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and coefficients of determination (R²). The results of the study indicate that partially compensation, work discipline, and career development have a positive and significant effect on employee performance. Simultaneously, the three independent variables also have a significant effect on employee performance at PT. Daria Dharma Pratama Mukomuko. This indicates that increasing fair compensation, implementing consistent work discipline, and planned career development can improve employee performance optimally. The conclusion of this study is that compensation, work discipline, and career development are important factors that must be considered by companies in an effort to improve employee performance. Therefore, companies are advised to continue to improve the compensation system, improve work discipline, and provide equal career development opportunities to support the achievement of company goals.  Keywords: Compensation, Work Discipline, Career Development and Employee Performance
Co-Authors Adek Nurhalimah Andi Chandra Ayu Marviani Dayu Dwi Pangestu Dedy Wahyudi Fadhilah Shabirah Gillang Prasetya Jiki Heryanto Kiffatul Anhar Mardhiyah Dwi Ilhami Satria Indra Permana Tita Risky Wiwik Marlena Zainal Muttakin