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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE)
Evi Novitasari
Institut Nusantara Lampung (IBN)
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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THE EFFECT OF CELEBRITY ENDORSER CREDIBILITY AND BRAND IMAGE ON PURCHASE INTENTION MODERATED BY BRAND DIFFERENCE Evi Novitasari; Nabila Kharimah Vedy; Sri Rahayu
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 4 (2022): IJEBAR, Vol. 6 Issue 4, December 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i4.6684

Abstract

Social media offers many opportunities for online marketing strategies that harness the power of society, especially when they are combined with traditional approaches such as celebrity endorsements. The reach, frequency, and speed of communication on social media offer the ideal range for online marketing delivery. However, the speed of change could threaten to short-lived the effects of investing in social media marketing. The shift in behavior from offline (offline) to online ( online) in Indonesian society has opened up new opportunities in online shops . One that uses an online shop system is the cosmetic brand Oriflame, by attracting market share, one of which is through social media Facebook. For example, the cosmetic product "The One" from Oriflame uses a celebrity endorser, namely Isyana Sarasvati. This type of research is a causality research design with a quantitative approach. The research population is prospective consumers and members of Oriflame throughout Indonesia. Sampling with non-probability sampling method using the sampling technique Purposi v e Sampling to suit the research objectives, and the population in the study is potential consumers. Data collection techniques by distributing online questionnaires using google form as many as 220 respondents who have been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that the biggest influence is on the brand image variable on purchase intention, while the smallest influence is the celebrity endorser credibility variable on purchase intention. As well as brand differentiation which has a positive influence, and is able to increase the influence between celebrity endorser credibility and brand image on purchase intention. Keywords: Celebrity Endorser Credibility, Brand Image, Brand Differentiation, Purchase Intention
ANALYSIS OF THE SALES VOLUME ON BUSINESS INCOME: STUDY AT THE ISLAMIC BOARDING SCHOOL Imam Zamrozi; Sugiono Sugiono; Rinnanik Rinnanik; Evi Novitasari
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13991

Abstract

This research aims to determine the effect of sales volume on business income at screen printing cutting sanpas (study at the Assya'roniyyah Islamic boarding school). This research method uses a quantitative approach. The population in this study was an unlimited number of students at the As-Sya'roniyyah Islamic boarding school. The sampling technique used Purposive Sampling Technique, with the criteria being that respondents had made purchases at the screen printing cutting department at least twice, were at least 15 years old, male or female. The data collection technique is through distributing questionnaires to respondents who meet the criteria. The data analysis method used is simple Linear Analysis with the SPSS (Statistics Product and Service Solution) program version 25. The research results prove that sales volume does not have a significant effect on business income. However, simultaneously sales volume has a positive and significant effect on business income. The conclusions from this research prove that the more and higher the sales volume, the higher the business income in this research. Keywords: Sales Volume, Business Income, Islamic Boarding School
Analisis Customer Review dan Rating Produk : Keputusan Pembelian Konsumen Shopee Sugiono; Evi Novitasari; Sofian Sanjaya
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19368

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer review dan rating produk terhadap keputusan pembelian konsumen Shopee di Kabupaten Lampung Timur. Metode penelitian yang digunakan adalah kuantitatif dengan desain korelasional. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden, yang ditentukan dengan rumus Rao Purba. Instrumen penelitian diuji validitasnya menggunakan korelasi Product Moment dan reliabilitasnya menggunakan Cronbach’s Alpha, dengan hasil seluruh item valid dan reliabel. Uji asumsi klasik meliputi uji normalitas, multikolinearitas, dan heteroskedastisitas menunjukkan bahwa model regresi memenuhi syarat BLUE (Best Linear Unbiased Estimator). Penelitian ini menggunakan analisis regresi linear berganda. Hasil uji t menunjukkan bahwa customer review dan rating produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Uji F mempunyai arti kedua variabel independen berpengaruh secara simultan. Nilai koefisien determinasi (R²) menunjukkan bahwa variasi keputusan pembelian dapat dijelaskan oleh customer review dan rating produk, dengan dipengaruhi faktor lainnya beberapa persen. Penelitian ini menegaskan relevansi teori e-WOM, Signaling Theory, dan Consumer Decision-Making Process dalam menjelaskan perilaku konsumen di e-commerce. Implikasi praktis dari hasil penelitian ini adalah pentingnya penjual dan platform untuk mengoptimalkan kualitas ulasan, menjaga konsistensi rating produk, serta memperhatikan faktor tambahan seperti harga, promosi, dan kepercayaan merek dalam strategi pemasaran digital. Kata kunci: customer review, rating produk, keputusan pembelian, e-WOM, Shopee
Co-Authors Imam Zamrozi Nabila Kharimah Vedy Rinnanik Sofian Sanjaya Sri Rahayu Sugiono Sugiono Sugiono, Sugiono