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All Journal Jurnal Manajemen Indonesia Amkop Management Accounting Review (AMAR)
Disman Disman
Universitas Pendidikan Indonesia, Bandung, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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Influencer Marketing and Online Advertising as A Digital Marketing: A Case Study Green Beauty Products Rennyta Yusiana; Ratih Hurriyati; Puspo Dewi Dirgantari; Disman Disman
Jurnal Manajemen Indonesia Vol 23 No 3 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i3.6772

Abstract

The beauty industry in Indonesia is experiencing rapid growth, driven by factors such as a large young population and increasing purchasing power. The government is also encouraging improvements in the supply chain of raw materials to increase the national added value. Additionally, advancements in technology and the rise of social media and digital platforms have provided opportunities for the promotion and dissemination of beauty products. Influencer marketing and online advertising have become popular strategies for promoting beauty products. These techniques have been found to have a positive impact on consumer purchase decisions. Green brand knowledge has also gained importance in the beauty industry, as consumers are becoming more conscious of environmental issues and seeking sustainable and eco-friendly products. Therefore, this study aims to examine the impact of influencer marketing, online advertising, and green brand knowledge on the purchase decisions of green beauty products. The study utilizes a quantitative research approach and analyses data from 100 consumers. The findings suggest that influencer marketing and online advertising, have a direct impact on purchasing decisions, while green brand awareness has an insignificant impact on purchase decisions. The study recommends that companies focus on creating high-quality influencer content and implementing effective online marketing strategies to enhance the impact of these techniques. Additionally, companies should choose influencers and platforms aligned with their target audience. The study acknowledges limitations in sample size and research method and suggests further research to validate the findings. Keywords—Influencer Marketing; Online Advertising; Green Brand Knowledge; Purchase Decision
Strengthening Amidst Turmoil: Resilience as the Key in the Relationship between Organisational Culture, Job Uncertainty, and Employee Agility Nurmiyati Nurmiyati; Tjutju Yuniarsih; Disman Disman; Ade Sobandi
Amkop Management Accounting Review Vol. 5 No. 2 (2025): July - December
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3504

Abstract

A volatile and uncertain business environment requires organisations to have employees who are agile in adapting. However, job insecurity can affect employees' psychological conditions and potentially hinder adaptive behaviour. Therefore, resilience is considered important as the ability to survive and thrive amid the pressures of change. This study aims to analyse the influence of organisational culture and job insecurity on employee agility, with employee resilience as a mediating variable. This is a quantitative study using a survey method. The study population consisted of 600 permanent employees in the accessories division of the garment industry in Semarang Regency. The sampling technique used was purposive sampling, with the following criteria: permanent employees with at least 1 year of service, experiencing changes in the work system/environmental pressure, and willingness to participate, resulting in 220 respondents. Data were collected using a Likert scale questionnaire and analysed using the Partial Least Squares approach to Structural Equation Modelling (SEM-PLS). The results showed that organisational culture contributed positively to resilience and employee agility. In this study, job insecurity was also associated with increased resilience and employee agility. Resilience was found to act as a mediator bridging the influence of organisational culture and job insecurity on employee agility. The implications of this study emphasise the importance of strengthening adaptive culture, ensuring clear organisational communication, and developing resilience-building programmes to maintain employee agility in the face of change.
Co-Authors Ade Sobandi Nurmiyati Nurmiyati Puspo Dewi Dirgantari Ratih Hurriyati Rennyta Yusiana Tjutju Yuniarsih