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All Journal International Journal of Economics (IJEC) Jurnal Manajemen Dan Bisnis Ekonomi
Azzahraty
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Brand Ambassador Twice Terhadap Minat Beli Produk Scarlett Whitening Di Banjarmasin Lutfi Aulia; Teguh Wicaksono; Azzahraty
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 1 No. 4 (2023): October : JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v1i4.805

Abstract

This study aims to test and analyze the role of Twice's brand ambassador on the buying interest of Scarlett Whitening products in Banjarmasin. This study used quantitative methods, with data analysis using simple linear regression, t-test, and determination coefficient test. The population in the study was all students of the Faculty of Economics, Class of 2019 UNISKA. The sampling technique uses purposive sampling with a sample of 87 respondents, with a questionnaire as a research instrument. The results showed that brand ambassadors had a significant effect on the interest in buying Scarlett Whitening products in Banjarmasin. This factor is caused by the attractiveness, popularity, and trust given by consumers to brand ambassadors, where the attractiveness and popularity possessed by the brand ambassador will greatly affect consumer buying interest.
Building Employee Competence Through Human Resource Training and Development at Carsurin Banjarbaru Company Azzahraty; Ambarwati, Riris; Permana, Yudi; Firdaus
International Journal of Economics (IJEC) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i2.1602

Abstract

Employee training is an important strategy for improving a company’s human resource competency. This study aimed to analyze the effect of training on employee competency by considering control variables such as work motivation, experience, and education level. The research design was a quantitative explanatory survey. The population in this study was  42 employees of PT Carsurin Banjarbaru Branch, using a proportionate stratified random sampling technique. Data analysis was performed using descriptive statistics, classical assumption tests (normality and multicollinearity), and multiple linear regression, with a significance level of α = 0.05. The results showed that training had a positive and significant effect on employee competency (p < 0.05, R² = 0.65) even after controlling for motivation, experience, and education variables. No multicollinearity problems were found in the model (VIF < 10), and the residual data were normally distributed. These findings indicate that well-designed training programs play an important role in improving employee knowledge, skills, and work attitudes. Practically, these results suggest that companies should place more emphasis on developing relevant training materials, improving instructor quality, and using applicable training methods
Co-Authors Ambarwati, Riris Firdaus Lutfi Aulia Permana, Yudi Teguh Wicaksono