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Reniati
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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AZARINE DI KOTA PANGKALPINANG Siti Sriwahyuni; Reniati; H. Sumar
Jurnal Media Akademik (JMA) Vol. 3 No. 2 (2025): JURNAL MEDIA AKADEMIK Edisi Februari
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/v3i2.1588

Abstract

Perkembangan bisnis skincare semakin meningkat dikarenakan adanya permintaan dari konsumen. Skincare adalah salah satu rangkaian perawatan kulit yang digunakan secara rutin untuk melindungi dan merawat kulit. Fenomena ini membuat para pelaku bisnis yang berkontribusi dalam industri kecantikan untuk terus mengembangkan produk-produk yang inovatif dan bermanfaat bagi konsumen, hal ini agar bisa bersaing di industri kecantikan. Penelitian ini bertujuan untuk mengetahui Pengaruh Electronic Word Of Mouth (E-WOM), Celebrity Endorser, dan Brand Image Terhadap Keputusan Pembelian Skincare Azarine Di Kota Pangkalpinang. Penelitian ini adalah pendekatan deskriptif kuantitatif. Jumlah sampel dalam penelitian ini adalah 97 responden. Teknik pengambilan sampel dalam penelitian ini menggunakan nonprobability sampling dengan menggunakan metode purposive sampling. Variabel bebas dalam penelitian ini adalah electronic word of mouth (e-wom), celebrity endorser, dan brand image, sedangkan variabel terikatnya adalah keputusan pembelian. Metode analisis data menggunakan analisis regresi linear berganda. Berdasarkan hasil penelitian electronic word of mouth (e-wom) berpengaruh positif dan signifikan terhadap keputusan pembelian, celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Kemudian electronic word of mouth (e-wom) secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian, celebrity endorser secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil analisi determinasi keofesien (R2) menunjukkan bahwa adjusted R Square 0,401 atau 40,1%. Hal tersebut berati variasi variabel keputusan pembelian dijelaskan oleh variabel electronic word of mouth (e-wom), celebrity endorser, dan brand image, sebesar 40,1% dan sisanya 59,9% dijelaskan diluar penelitian ini
Competency and Certification's Impact on Work Productivity: Motivation as an Intervening Variable Reniati
International Journal of Economics, Business, and Entrepreneurship Vol 8 No 1 (2025): IJEBE January - June 2025
Publisher : FEB - Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/ijebe.v8i1.327

Abstract

This study examines the influence of competency and certification on work productivity, with work motivation as a mediating variable. Focusing on Police Sector Chiefs in the Bangka Belitung Islands Regional Police, it uses a quantitative approach with SEM-PLS and bootstrapping for data analysis. Findings show that both competency and certification significantly improve productivity, with motivation strengthening this relationship. The study highlights the importance of enhancing professional capacity through training and certification, especially when supported by strong motivation. Its theoretical contribution lies in integrating competency, certification, and motivation in one model, offering a fresh perspective on police HR development. The focus on Police Sector Chiefs presents a novel context, rarely explored in previous research. However, the study is limited to a specific region and does not include other influencing factors like organizational culture. Despite this, it provides valuable insights for developing more effective and adaptive HR policies in the police force.
Co-Authors Arbian Eka Putra Ari Agung Nugroho, Ari Agung Ari Nugroho Citra Nur Vania Darman Saputra Devi Valeriani Edi Susandi Endang Bidayani Feriyadi H. Sumar Hamsani Meidarina Yunfin Nanang Wahyudin Pagondo, Efendi H Prillevawanti, Relita Priyambada, Agung Putri, Dhea Amanda Siti Sriwahyuni