Article Per Year (5 Year)
p-Index From 2020 - 2025
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This Author published in this journals
All Journal Cakrawala Repositori Imwi International Journal of Business and Quality Research
Husna Leila Yusran
Faculty of Economics and Business, Universitas Trisakti, Jakarta-Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Youtube Influencer on use Itention with Brand Love Using Word of Mouth Ahmad Husein; Kukuh Ardian Huda; Husna Leila Yusran
Cakrawala Repositori IMWI Vol. 6 No. 2 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i2.321

Abstract

Youtube is still the top streaming platform in Indonesia in particular, which is accompanied by the rapid growth of creative workers who are engaged in content creation in the last few years. The presence of celebrity YouTubers is one of the most effective marketing strategies to market various brands to increase interest in using products. YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects, it rises from the involvement the followers have with theirfavourite YouTuber, impacts the brand love, word of mouth and intention of use of a brand he/she indicates or uses. Planned behavioral theories track attitudes, subjective norms, and perceived behavioral control, based on the underlying foundations of behavioral beliefs. These intentions, combined with perceived behavioral control, can account for a significant proportion of behavioral changes, using planned behavior theory, the problem is solved. This study aims to examine the role of the variable brand love and word-of-mouth as a mediation for use intention through Youtube Influencers.
Youtube Influencer on use Itention with Brand Love Using Word of Mouth Ahmad Husein; Kukuh Ardian Huda; Husna Leila Yusran
Cakrawala Repositori IMWI Vol. 6 No. 2 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i2.321

Abstract

Youtube is still the top streaming platform in Indonesia in particular, which is accompanied by the rapid growth of creative workers who are engaged in content creation in the last few years. The presence of celebrity YouTubers is one of the most effective marketing strategies to market various brands to increase interest in using products. YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects, it rises from the involvement the followers have with theirfavourite YouTuber, impacts the brand love, word of mouth and intention of use of a brand he/she indicates or uses. Planned behavioral theories track attitudes, subjective norms, and perceived behavioral control, based on the underlying foundations of behavioral beliefs. These intentions, combined with perceived behavioral control, can account for a significant proportion of behavioral changes, using planned behavior theory, the problem is solved. This study aims to examine the role of the variable brand love and word-of-mouth as a mediation for use intention through Youtube Influencers.
Does Transformational Leadership Impact Organizational Resilience? The Mediating And Moderating Role of Organizational Innovation Alden Nelson; Yolanda Masnita; Husna Leila Yusran; Agustinus Setyawan
International Journal of Business and Quality Research Vol. 3 No. 02 (2025): April - June, International Journal of Business and Quality Research (IJBQR)
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v3i02.1732

Abstract

The leadership role is essential to promote resilience when handling the crises and organization shall focus for recovery to maintain competitive advantage. The study investigates transformational leadership to organizational innovation and organizational resilience and how organizational innovation act as a mediator between transformational leadership to organizational resilience. Quantitative research was used in this study and SEM PLS 4.0 was used to process data from 125 respondents in MNC manufacturing. The result shown that transformational leadership unable to influence organizational resilience but organizational innovation has effect to influence organizational resilience. When organizational innovation applied as mediating role, it can affect the transformational leadership to organizational resilience. This study only focus on how the transformational leadership and organizational innovation affect organizational resilience, in MNC manufacturing. The future study advised to broaden the scope to other places in Riau Islands or Indonesia more generally. Other variables such as adaptive capacity and self-efficacy can be used to further test the factors that influence Organizational Resilience in an organization. This study contributes theoretically to advancing knowledge on how organizational resilience and leadership styles correlate in multinational companies. In practice, this study can provide guidance for professionals in encouraging innovation and transformational leadership to enhance the resilience of multinational companies.
Co-Authors Ahmad Husein Alden Nelson Kukuh Ardian Huda Setyawan, Agustinus Yolanda Masnita