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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Kaizen : Management Systems and Industrial Engineering Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JMD: Jurnal Riset Manajemen & Bisnis Dewantara International Journal of Management Science and Information Technology (IJMSIT) Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management The Eastasouth Management and Business Vifada Management and Social Sciences
Umari Abdurrahim Abi Anwar
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung, Indonesia.
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Physics Social Sciences Other

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RISK MANAGEMENT IN ISLAMIC FINANCIAL TECHNOLOGY Umari Abdurrahim Abi Anwar; Megha Sakova; Ikin Solikin; Asni Mustika Rani
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 5 No. 2 (2022): Juli (2022) - Desember (2022)
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v5i2.985

Abstract

Digital developments have encouraged the development of financial technology (fintech) companies in the world, including fintech that upholds sharia principles. Until 2022, there are only seven sharia fintech companies registered with the Financial Services Authority (FSA/OJK) in Indonesia. Awareness of sharia products/services is still very small and tends to grow slowly. One way to catch up with Islamic fintech is to manage risk management. This is important to provide safe and comfortable services for consumers. The purpose of this study is to describe risk management and risk mitigation in Islamic fintech. This research is a literature study using secondary data in the form of journal articles published in reputable international journals. From the research results it is known that the importance of implementing risk management in Islamic fintech is closely related to technology risk. After all, the system is a media platform with connected hardware and software using the internet as an open trading system. The application of technology risk management needs to be adjusted to the objectives and policies of the digital financing business strategy (complexity).
METODE SUPPLY CHAIN OPERATION REFERENCE (SCOR) DALAM MENGUKUR KINERJA RANTAI PASOK Umari Abdurrahim Abi Anwar; Asni Mustika Rani; Tasya Aspiranti
KAIZEN : Management Systems & Industrial Engineering Journal Vol 5, No 2 (2022)
Publisher : Universitas PGRI Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/kaizen.v5i2.12530

Abstract

In increasing competitive advantage at this time, companies must control their supply chain performance to remain optimal. PT. ABCXYZ is a company engaged in the food and beverage industry that produces powdered drinks, the main product produced is ginger powder drink. Analysis of the company's supply chain performance is measured using the Supply Chain Operation Reference (SCOR) method. This research is descriptive quantitative using case study research method. Interviews and direct observations were carried out for actual data collection. The results of measuring the performance of PT. ABCXYZ using the SCOR method is perfect order fulfillment by 88%, order fulfillment cycle time by 8 days, cost of goods sold by 41%, and cash to cash cycle time by 17 days
PENGARUH CITRA MEREK DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF ONLINE DI INSTAGRAM Mirza Putri Andita; Umari Abdurrahim Abi Anwar
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.48763

Abstract

The existence of social media makes Indonesian women easy to get information about well-known global fast fashion brands such as Zara. This condition triggers them to buy Zara clothes impulsively on online platforms such as Instagram. The purpose of this research to determine the effect of Zara’s brand image in the minds of consumers and the factors that motivate them to do hedonic shopping such as adventure, ideas, relaxation, and shopping value on their desire to do impulse buying on Instagram. The data was obtained by distributing questionnaires to 108 respondents who had bought 1 (one) Zara’s shirt on Instagram in the last 1 year (April 2022 – April 2023). The hypothesis were tested using bootstrapping test in Smart PLS 4.0. The results show there is not a significant effect of brand image on online impulse buying. However, the hedonic shopping motivation has a significant effect on online impulse buying.
LOGISTICS PERFORMANCE FOR PRACTICE IN THE FMCG INDUSTRY THROUGH A SUPPLY CHAIN MANAGEMENT APPROACH Umari Abdurrahim Abi Anwar; Aditia Wirayudha; Sri Suwarsi; Azyyati Anuar; Baderisang Mohamed
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.49546

Abstract

Business competition that is getting tougher in the digitalization 5.0 era requires companies to further improve their business performance, especially in the aspect of supply chain management. Logistics, which is a critical process in supply chain management, needs to be made into an integrated system from upstream to downstream. Logistics activities which include distributing goods, managing warehousing, and managing consumer orders are of concern to the entire industry, including the FMCG industry. This study used a quantitative method using multiple regression analysis. The company used as a case study is a multinational FMCG company. Descriptive quantitative to describe a symptom, event, and incident that occurs when the attempt is made to photograph the events and incidents that are the center of attention of the researcher and then describe them as they are. This study focuses on logistics activities that become variables, namely transportation, handling and storage, and product availability. The results showed that transportation, handling and storage, and product availability. greatly affect the logistics performance of FMCG companies.
Analisis Pengendalian Kualitas dengan Menggunakan Metode Statistical Quality Control untuk Meminimumkan Produk Cacat Zalva Arkani; Muhardi; Umari Abdurrahim Abi Anwar
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.7856

Abstract

Abstract. PT TOP-F Cikarang is a company engaged in the field of fiteration specialists. The purpose of this study is to determine the quality control carried out by PT TOP-F and the tendency of defects, causes, viewing defects and the impact of these defects with the analysis of Statistical Quality Control methods and 7 tools namely check sheets, histograms, scatter charts, pareto charts, control charts P char, and fishbone charts. The results of the study There are 2 types of defects in Mesh Pack products with different percentages of defects, namely wire broken 61%, and distressed end pressn machine 39%. Where these defects are caused by man factors that are less careful during the process of making these products, settings that are less or incorrect. There are 2 types of defects in Round Filter products with different percentages of defects, namely Scratch 60% and Nickell Peel Off 40%. Where the defect is caused by several factors, namely man who is less careful during the manufacturing process of the product, improper settings and also defects in the material or raw material. Actions that must be improved or carried out by the company are to make data collection regarding defective products, so that it can be a reference or calculation in order to reduce or no defective products are produced again. Checking the material in the warehouse before use in order to reduce the defects produced. Abstrak. PT. TOP- F Cikarang merupakan perusahaan yang bergerak di bidang spesialis fiterasi. Tujuan dari penelitian ini untuk mengetahui pengendalian kualitas yang dilakukan oleh PT. TOP- F dan kecenderungan cacat, penyebab, melihat kecacatan dan dampak dari kecacatan tersebut dengan analisis metode Statistical Quality Control dan 7 tools yaitu check sheet, histogram, scatter chart, pareto chart, control chart P char, dan fishbone chart. Hasil penelitian Terdapat 2 jenis cacat pada produk Mesh Pack dengan presentase kecacatan yang berbeda, yaitu wire broken 61%, dan tertekan mesin pressn end 39%. Dimana kecacatan tersebut disebabkan oleh faktor man yang kurang teliti saat proses pembuatan produk tersebut, settingan yang kurang atau tidak tepat. Terdapat 2 jenis cacat pada produk Round Filter dengan presentase kecacatan yang berbeda, yaitu Scratch 60% dan Nickell Peel Off 40%. Dimana kecacatan tersebut disebabkan oleh beberapa faktor yaitu man yang kurang teliti pada saat proses pembuatan produk tersebut, settingan yang kurang tepat dan juga kecacatan pada material atau raw material. Tindakan yang harus ditingkatakn atau dilakukan oleh perusahaan yaitu membuat pendataan mengenai produk yang cacat, agar dapat menjadi acuan atau perhitungan agar mengurangnya atau tidak adanya produk cacat yang dihasilkan lagi. Mengecek material di gudang sebelum digunakan agar mengurangi kecacatan yang dihasilkan.
Analisis Kinerja Rantai Pasok Komoditas Ternak dan Daging Sapi Menggunakan Metode Supply Chain Operation Reference Rakha Izzatur Rahman; Tasya Aspiranti; Umari Abdurrahim Abi Anwar
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10659

Abstract

Abstract. Companies operating in the livestock sector need to understand productivity, efficiency and fast service, by implementing good Supply Chain. . This research aims to analyse and find out how supply chain performs at CV XYZ, one of the cattle fattening companies in Bandung Regency. Analysis of the Company's supply chain performance is measured using the Supply Chain Operation Reference (SCOR) method. This research is descriptive quantitative and uses case study research methods. Interviews, Documentation, and direct observations were carried out for actual data collection. The results of measuring CV XYZ's supply chain performance using the SCOR method are as follows: Value perfect order fulfillment (POF) 94%, mark order fulfillment cycle time (OFCT) 76 day, and, value cost of goods sold (COGS) 61%, Abstrak. Perusahaan yang bergerak dibidang peternakan perlu pemahaman mengenai produktivitas, efisiensi, dan pelayanan yang cepat, dengan pengimplementasian konsep Rantai Pasok yang baik Penelitian ini bertujuan untuk menganalisis serta mengetahui bagaimana kinerja rantai pasok di CV XYZ salah satu perusahaaan penggemukan sapi yang ada di Kabupaten Bandung. Analisis kinerja rantai pasokan Perusahaan dikur menggunakan metode Supply Chain Operation Reference (SCOR). Penelitian ini bersifat deskriptif kuantitatif dan menggunakan metode penelitian studi kasus. Wawancara, dokumentasi, dan observasi langsung dilakukan untuk pengumpulan data aktual. Hasil pengukuran kinerja rantai pasok CV XYZ menggunakan metode SCOR adalah sebagai berikut: Nilai perfect order fulfillment (POF) 94%, nilai order fulfillment cycle time (OFCT) 76 hari, dan, nilai cost of goods sold (COGS) 61%,
Analisis Peramalan Penjualan dengan Menggunakan Metode Exponential Smoothing dan Adjusted Exponential Smoothing untuk Mengoptimalkan Volume Penjualan Produk Eka Novia Arismayanti; Tasya Aspiranti; Umari Abdurrahim Abi Anwar
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11648

Abstract

Abstract. This study aims to find out and analyze (1) how is the current sales forecasting at the Soes Merdeka company, Bandung City; (2) how to forecast sales using exponential smoothing and adjusted exponential smoothing of Soes Merdeka Bandung City products. The research method used in this research is quantitative. The type of research used in this research is descriptive. Data collection techniques used in this study were observation, interviews and documentation. Data analysis techniques use exponential smoothing and adjusted exponential smoothing methods. The results of this study are (1) Soes Merdeka Bandung has not used forecasting methods to predict the amount of demand from outlets. So far, the company has only done forecasting by calculating the average value of sales for each period. Recording of product requests is still done manually and has not been recorded properly. (2) Based on the calculation results of the forecasting method using exponential smoothing and adjusted exponential smoothing methods. The MAD, MSE and MAPE values from the exponential smoothing method with α=0.2 and β=0.8 produce the smallest values compared to the other methods. Thus the exponential smoothing method with α=0.2 and β=0.8 is the best used by companies because it produces the smallest error value so that the forecast results are more accurate. With forecast sales of Soes Merdeka products for the January 2021 period of 857 pcs. Abstrak. Penelitian ini bertujuan untuk mengetahui dan menganalisis (1) bagaimana peramalan penjualan pada perusahaan Soes Merdeka Kota Bandung saat ini; (2) bagaimana peramalan penjualan dengan menggunakan exponential smoothing dan adjusted exponential smoothing produk Soes Merdeka Kota Bandung. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif. Teknik pengumpulan data yang digunakan dalam penelitian ini observasi, wawancara dan dokumentasi. Teknik analisis data mengunakan metode exponential 0,2 dan β=0,8 paling baik digunakan oleh perusahaan karena smoothing dan adjusted exponential smoothing. Hasil penelitian ini adalah (1) Soes Merdeka Bandung belum menggunakan metode peramalan guna memprediksi besaran permintaan dari outlet. Selama ini perusahaan hanya melakukan peramalan dengan menghitung nilai rata-rata dari penjualan setiap periodenya. Pencatatan permintaan produk masih dilakukan secara manual dan belum tercatat dengan baik. (2) Berdasarkan hasil perhitungan metode peramalan menggunakan metode exponential smoothing dan adjusted exponential smoothing. Nilai MAD, MSE dan MAPE dari metode exponential smoothing dengan α=0,2 dan β=0,8 menghasilkan nilai terkecil dibandingkan metode yang lainnya. Dengan demikian metode exponential smoothing dengan α=menghasilkan nilai error terkecil sehingga hasil peramalnnya lebih akurat. Dengan peramalan penjualan produk Soes Merdeka periode Januari 2021 sebesar 857 pcs.
Analisis Pengendalian Kualitas Produk dengan Menggunakan Metode Statistical Quality Control untuk Meminimumkan Jumlah Produk Cacat Ahmad Julianda; Tasya Aspiranti; Umari Abdurrahim Abi Anwar
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11682

Abstract

Abstract. Elzone Sportindo is a clothing industry engaged in convection. Its production activities in Elzone Sportindo have been supervised but are still supervised by the owner himself, so it is still not effective and there are still products that are sold in a condition that is still not good for sale on the market. The purpose of this study is to find out how quality control is carried out by the Elzone Sportindo Convection Company, as well as its analysis using the method statistical quality control (SQC). The research method used is descriptive quantitative with data collection techniques namely observation, interviews, and documentation. The stages of data analysis using the SQC method begin with makingcheck sheet, histogram, scatter chart, pareto chart, control chart Np, and fishbone Chart. The results showed that there were four types of defective product defects in the Elzone Sportindo convection company, namely weak stitches, untidy stitches, size defects, and screen printing defects.Fishbone chart shows the cause of disability is from human factors, methods, machines, materials and media (environment).Pareto chart shows that the type of product damage is more dominant in screen printing defects by 41%. Actions that need to be taken to reduce defective products are making and implementing Standard Operating Procedures (SOP), conducting workforce training, using machines that use hot temperatures, and providing a comfortable place for workers so they can comfortably carry out their duties. Abstrak. Elzone Sportindo merupakan industri baju yang bergerak di bidang konveksi kegiatan produksinya yang ada di Elzone Sportindo sudah adanya pengawasan tetapi masih diawas oleh ownernya sendiri jadi masih belum efektif dan masih ada juga produk yang terjual dalam keadaan yang masih kurang baik untuk di jual dipasa. Tujuan dari penelitian ini untuk mengetahui bagaimana pengendalian kualitas yang dilakukan Perusahaan Konveksi Elzone Sportindo, serta analisisnya menggunakan metode statistical quality control (SQC). Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan teknik pengumpulan data yakni observasi, wawancara, dan dokumentasi. Tahapan analisis data menggunakan metode SQC dimulai dengan membuat check sheet, histogram, scatter chart, pareto chart, control chart Np, dan fishbone Chart. Hasil penelitian menunjukkan terdapat empat jenis cacat produk cacat yang ada di prusahaan konveksi Elzone Sportindo yakni cacat jahitan tidak kuat, cacat jahitan tidak rapih, cacat ukuran, dan cacat sablon. Fishbone chart menunjukkan penyebab kecacatan adalah dari faktor manusia, metode, mesin, material dan media (lingkungan). Pareto chart memperlihatkan jenis kerusakan produk lebih dominan pada cacat sablon sebesar 41%. Tindakan yang perlu dilakukan untuk mengurangi produk cacat yaitu membuat dan menerapkan Standar Operasional Prosedur (SOP), melakukan pelatihan tenaga kerja, menggunakan mesin yang menggunakan tempratur panas, dan memberikan tempat yang nyaman kepada pekerja agar bisa dengan nyaman melakukan tugasnya.
The Influence of Website Quality and Electronic Word of Mouth (e-WOM) on Purchase Intention Wina Apriyanti; Aspiranti, Tasy; Abdurrahim Abi Anwar, Umari
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13274

Abstract

Abstract.As one of the best online shopping platforms in Indonesia, Shopee can maintain its position in intense competition, through the phenomenon of online information dissemination and the important role of websites for online shopping platforms. This study was conducted to analyze the effect of website quality and electronic word of mouth (e-WOM) on the purchase intention of Shopee consumers in the City of Bandung, West Java. The research method used is a quantitative approach. The data collection technique was carried out through a questionnaire distributed to Shopee consumers. The research sample consisted of 100 respondents who were active Shopee consumers in the City of Bandung. The collected data were analyzed using multiple linear regression analysis techniques to determine the effect of the independent variable on the dependent variable. The results showed that website quality and e-WOM had a positive and significant influence on purchase intention with a contribution of 68.5%. Partially, website quality has an effect of 53,1%, while e-WOM has an effect of 56,3% on purchase intention. These findings emphasize the importance of continuous improvement in website quality and e-WOM strategies to increase consumer purchase intention. Abstrak. Sebagai salah satu platform belanja online terbaik di Indonesia Shopee mampu mempertahankan posisinya di tengah persaingan yang ketat, melalui fenomena penyebaran informasi secara online dan peran penting website bagi platform belanja online. Penelitian ini dilakukan untuk menganalisis pengaruh kualitas website dan electronic word of mouth (e-WOM) terhadap purchase intention konsumen Shopee di Kota Bandung, jawa barat. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Teknik pengumpulan data dilakukan melalui kuesioner yang dibagikan kepada konsumen Shopee. Sampel penelitian terdiri dari 100 responden yang merupakan konsumen aktif Shopee di Kota Bandung. Data yang terkumpul dianalisis menggunakan teknik analisis regresi linier berganda untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa kualitas website dan e-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention dengan kontribusi sebesar 68,5%. Secara parsial, kualitas website memberikan pengaruh sebesar 53,1%, sementara e-WOM memberikan pengaruh sebesar 56,3% terhadap purchase intention. Temuan ini menekankan pentingnya perbaikan berkelanjutan dalam kualitas website dan strategi e-WOM untuk meningkatkan minat beli konsumen. Dengan meningkatkan kualitas interaksi layanan di website dan memanfaatkan e-WOM secara efektif, Shopee dapat memperkuat posisi mereka dalam persaingan pasar e-commerce yang ketat ini
The Influence of Celebrity Endorsement on Brand Equity Dalila Salsabila; Aspiranti, Tasya; Abi Anwar, Umari Abdurrahim
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13466

Abstract

Abstract. This study examines the impact of EXO's celebrity endorsement on Scarlett Whitening's brand equity in Bandung. The research aims to assess consumer perceptions of EXO's endorsement and its effect on Scarlett Whitening's brand equity. Using a survey with questionnaires distributed to Scarlett Whitening consumers in Bandung, data analysis via SPSS version 26 revealed a constant value of 12.684 and a regression coefficient of 0.336. The T-test results indicated a t value of 4.314, exceeding the t table value of 1.6641, and a significance level of 0.000, which is below 0.10, confirming a positive and significant impact of celebrity endorsement on brand equity. The coefficient of determination (R²) shows that celebrity endorsement accounts for 18.9% of the variance in brand equity, with 81.1% attributed to other factors. EXO’s endorsement effectively creates a strong visual and emotional appeal but has a limited impact on trust regarding EXO’s beauty expertise. To enhance endorsement effectiveness, Scarlett Whitening should consider integrating EXO with beauty experts, developing loyalty programs, and creating campaigns that merge celebrity appeal with product education to boost consumer trust and repurchase intentions. While brand recognition and differentiation of Scarlett Whitening in Bandung are rated highly, future repurchase intentions are weaker compared to brand recognition. Abstrak. Penelitian ini menganalisis pengaruh dukungan selebriti oleh boygroup EXO terhadap ekuitas merek Scarlett Whitening di Bandung. Tujuan penelitian ini adalah untuk mengetahui persepsi konsumen Scarlett terhadap dukungan selebriti EXO dan pengaruhnya terhadap ekuitas merek Scarlett Whitening. Metode penelitian yang digunakan adalah survei dengan menyebarkan kuesioner kepada konsumen Scarlett Whitening di Bandung. Berdasarkan hasil pengolahan data menggunakan SPSS versi 26, diperoleh nilai konstanta sebesar 12,684 dan nilai koefisien regresi sebesar 0,336. Hasil uji-t menunjukkan nilai t sebesar 4,314, yang lebih besar dari tabel t sebesar 1,6641, serta nilai signifikansi sebesar 0,000 yang kurang dari 0,10, sehingga menunjukkan adanya pengaruh positif dan signifikan dari dukungan selebriti terhadap ekuitas merek. Hasil uji koefisien determinasi (R²) menunjukkan bahwa variabel independen dukungan selebriti dapat menjelaskan variabel dependen ekuitas merek sebesar 18,9%, sedangkan 81,1% dijelaskan oleh faktor lain yang tidak diteliti. Dukungan selebriti oleh EXO berhasil menciptakan daya tarik visual dan emosional yang kuat pada konsumen. Namun, aspek kepercayaan terhadap keahlian kecantikan EXO kurang signifikan dalam mempengaruhi keputusan pembelian. Untuk meningkatkan efektivitas dukungan selebriti, Scarlett Whitening disarankan untuk menggabungkan dukungan EXO dengan kolaborasi bersama ahli kecantikan, mengembangkan program loyalitas pelanggan, dan menciptakan kampanye pemasaran yang mengintegrasikan daya tarik selebriti dengan edukasi produk guna meningkatkan kepercayaan konsumen dan niat pembelian ulang. Ekuitas merek Scarlett Whitening di Bandung dinilai sangat baik oleh responden, terutama dalam hal pengenalan dan diferensiasi merek, meskipun niat untuk membeli produk kembali di masa depan tidak sekuat pengenalan merek itu sendiri. Abstrak. Penelitian ini menganalisis pengaruh dukungan selebriti oleh boygroup EXO terhadap ekuitas merek Scarlett Whitening di Bandung. Tujuan penelitian ini adalah untuk mengetahui persepsi konsumen Scarlett terhadap dukungan selebriti EXO dan pengaruhnya terhadap ekuitas merek Scarlett Whitening. Metode penelitian yang digunakan adalah survei dengan kuesioner yang didistribusikan kepada konsumen Scarlett Whitening di Bandung. Berdasarkan hasil pengolahan data menggunakan SPSS versi 26, diperoleh nilai konstanta sebesar 12,684 dan nilai koefisien regresi sebesar 0,336. Hasil uji T menunjukkan nilai t hitung sebesar 4,314 lebih besar dari t tabel 1,6641 dan nilai signifikansi 0,000 lebih kecil dari 0,10, sehingga terdapat pengaruh positif dan signifikan dari dukungan selebriti terhadap ekuitas merek. Hasil uji koefisien determinasi (R²) menunjukkan bahwa variabel independen dukungan selebriti dapat menjelaskan variabel dependen ekuitas merek sebesar 18,9%, sementara 81,1% dijelaskan oleh faktor lain yang tidak diteliti. Dukungan selebriti oleh EXO berhasil menciptakan daya tarik visual dan emosional yang kuat bagi konsumen. Namun, aspek kepercayaan terhadap keahlian kecantikan EXO kurang signifikan dalam mempengaruhi keputusan pembelian. Untuk meningkatkan efektivitas dukungan selebriti, Scarlett Whitening disarankan untuk menggabungkan endorsement EXO dengan kolaborasi dengan ahli kecantikan, mengembangkan program loyalitas pelanggan, dan menciptakan kampanye pemasaran yang mengintegrasikan daya tarik selebriti dengan edukasi produk guna meningkatkan kepercayaan dan niat beli ulang konsumen. Ekuitas merek Scarlett Whitening di Bandung dinilai sangat baik oleh responden, terutama dalam hal pengakuan dan diferensiasi merek, meskipun niat untuk membeli kembali produk di masa depan tidak sekuat pengakuan merek itu sendiri.
Co-Authors Aditia Wirayudha Adwiyah, Rabiatul Agus Rahayu Ahmad , Maudi Meliani Ahmad Julianda Ahmad Maulana Alamsyah, Indra Fajar Alfira Sofia Aspiranti, Tasy Azalia Mawarindani Indra Azyyati Anuar Baderisang Mohamed Dalila Salsabila Eka Novia Arismayanti Haditsa Qur'ani Nurhakim Hendra Hadiwijaya Ikin Solikin Lili Adi Wibowo Megha Sakova Mirza Putri Andita Muhammad Fajar Ariwibowo Muhardi Rakha Izzatur Rahman Rani, Asni Mustika Rofi Rofaida Syamsul Hadi Senen, Syamsul Hadi Syifa Alia Balqis Tasya Aspiranti Wina Apriyanti Zalva Arkani