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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Locus Penelitian dan Pengabdian
Ina Agustini Murwani
Universitas Bina Nusantara
Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Mathematics

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ANALYSIS THE BEHAVIOR OF INVESTOR IN CONDUCTING CRYPTOCURRENCY INVESTMENT ACTIVITIES THROUGH THE CREDIBILITY OF CELEBRITIES Ina Agustini Murwani; Jessi Julianti; Nauval Mahdi; M. Rafli Rulianto Putra
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.12373

Abstract

The objective of this study is to see the influence of the credibility of celebrity endorsers behind the intentions and behavior of consumers towards crypto investment. This study uses a questionnaire as a data collection tool, therefore the research is quantitative. This research design uses a descriptive design by setting a clear data collection plan. The data analysis technique uses statistical methods and in carrying out data calculations using Partial Least Square (PLS). The study reveals that while the Attitude Towards Adopt Crypto does not significantly influence the Intention to invest, celebrity endorsements (Attractiveness, Expertise, and Trustworthiness) play a crucial role in shaping attitudes, perceived behavioral control, and subjective norms related to cryptocurrency adoption. These endorsements significantly impact the Intention to invest, which in turn affects actual investment Behavior. The strong influence of subjective norms on intention highlights the importance of social pressure and the opinions of celebrities in motivating individuals to invest in cryptocurrencies. Consequently, leveraging celebrities' attractiveness, trustworthiness, and expertise can effectively drive cryptocurrency adoption among potential investors, especially within the productive age group of 25-35 years, predominantly housewives.
Analyzing The Impact Customer Engagement and Discount on Impulse Buying Through Brand Loyalty of Skincare Brand X Consumer in Tiktok Mauliddina Sendra Zuchalia; Ina Agustini Murwani
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 8 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i8.6220

Abstract

The phenomenon in this study shows that impulsive consumers in making purchases will help increase product sales, but this impulsive habit is also not justified. Impulsive habits make consumers have a free lifestyle without limits. This study uses a quantitative approach with a cross-sectional design to examine the effect of customer engagement and discounts on impulsive buying through brand loyalty. The population consisted of TikTok users and Skintific product users, with a sample of 200 respondents selected through simple random sampling. Data analysis included validity and reliability tests, structural model evaluation, and hypothesis testing using Smart PLS bootstrapping. The results show that customer engagement and discounts have a positive effect on impulsive buying, mediated by brand loyalty. The combined effect of engagement and discounts strengthens brand loyalty and impulsive buying behavior more effectively. These findings indicate that brand loyalty functions as a mediating variable linking the influence of customer engagement and discounts on impulsive buying. The implications of this study are the importance of marketing strategies that combine consumer engagement and discount incentives to build brand loyalty and encourage impulsive buying behavior, as well as providing insights for business actors in designing digital marketing strategies on the TikTok platform.
Co-Authors Jessi Julianti M. Rafli Rulianto Putra Mauliddina Sendra Zuchalia Nauval Mahdi