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All Journal House of Management and Business Journal IJBAE
Nia Nurani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH KOREAN WAVE DAN BRAND AMBASSADOR TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN PADA PRODUK SCARLETT DI UNIVERSITAS MUHAMMADIYAH GOMBONG Nia Nurani; Riska Diva Azzahra; Hanifah Fitriyani; Desya Aulia Madhani; Yusuf Abi Setiawan; Siti Barokah
House of Management and Business (HOMBIS) Journal Vol 2, No 1 (2023): House of Management and Business (HOMBIS JOURNAL)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Muhammadiyah Gombong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26753/hombis.v2i1.1067

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari Korean Wave dan Brand Ambassador terhadap Pengambilan Keputusan Konsumen pada produk Scarlett di Universitas Muhammadiyah Gombong. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Penentuan sampel menggunakan metode purposive sampling dengan syarat, diantaranya: berumur minimal 18 tahun, pernah menonton atau mendengarkan minimal 3 drama/film/lagu Korea, mengetahui bahwa Song Joong-Ki merupakan brand ambassador dari brand Scarlett, dan merupakan pembeli dan pengguna produk Scarlett. Jumlah responden dalam penelitian ini sebanyak 40 orang. Pengumpulan data menggunakan Kuesioner secara online. Hasil penelitian menunjukkan bahwa Korean Wave tidak berpengaruh signifikan sedangkan Brand Ambassador berpengaruh signifikan terhadap pengambilan keputusan konsumen pada produk Scarlett.
Influence of Financial Literacy on MSME Performance with Financial Inclusion as a Mediation Siti Barokah; Muhammad Sayyid Candivas; Nia Nurani; Keyzha Lungguh Arta Nugraha
International Journal Business and Entrepreneurship Vol 1 No 1 (2024): November
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/ps6dcb14

Abstract

The role of Micro, Small, and Medium Enterprises (MSMEs) is very fundamental as a pillar of the Indonesian economy. This study examines the effect of financial literacy on the performance of MSMEs with financial inclusion as a mediating variable conducted on MSMEs in Wero Village. The study focused on 40 MSME actors who were sampled. Questionnaires were given to respondents to obtain accurate data. Data analysis was carried out using the Partial Least Square (PLS) method with SmartPLS 3.0 software. The results of the study showed that financial literacy did not have a positive and significant effect on MSME performance. However, financial literacy has a positive and significant effect on financial inclusion which is then proven to be effective as a mediator in the positive relationship between financial literacy and MSME performance. This study still has limitations, namely only examining MSMEs in Wero Village. So further research is needed so that the findings can be generalized.
Co-Authors Desya Aulia Madhani Hanifah Fitriyani Keyzha Lungguh Arta Nugraha Muhammad Sayyid Candivas Riska Diva Azzahra Siti Barokah SITI BAROKAH Yusuf Abi Setiawan