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All Journal Madani: Multidisciplinary Scientific Journal Jurnal Bisnis dan Kewirausahaan
Alfiah, Silvi
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PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION PADA PRODUK WARDAH Alfiah, Silvi
Jurnal Bisnis dan Kewirausahaan Vol. 13 No. 2 (2024): Jurnal Bisnis dan Kewirausahaan
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian pada Masyarakat (LP3M) Nobel Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37476/jbk.v13i2.4586

Abstract

Penggunaan skincare sudah menjadi kebiasaan baru masyarakat. Banyaknya brand pendatang baru seperti Glafidsya, MS Glow, Daviena dan lain-lain menjadi ancaman berat bagi brand senior seperti Wardah. Salah satu hal yang perlu diperhatikan oleh perusahaan agar mampu bersaing adalah bagaimana meningkatkan Purchase Decision atau keputusan pembelian karena tertarik dengan produk yang ditawarkan. Tujuan penelitian ini untuk mengetahui pengaruh Celebrity Endorsement terhadap Purchase Decision. Metode pengumpulan data menggunakan kuesioner, yang kemudian dianalisis menggunakan regresi linier sederhana. Penelitian ini menggunakan metode non probability sampling dengan jenis sampel jenuh untuk pengumpulan datanya. Penelitian ini akan diuji menggunakan software SPSS 27. Hasil penelitian menunjukkan adanya pengaruh positif antara Celebrity Endorsement terhadap Purchase Decision.
Efektivitas Program Bantuan Sosial Sebagai Sarana Kebijakan Ekonomi Publik Nurahman, Rifki; Hermawati, Anira Syifaa Putri; Wahdah, Nurul; Alfiah, Silvi; Afiyah, Najla; Hardiansyah, Dika; Helmi, Luthfi; Herdiana, Dian
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 5 (2025): Volume 3, Nomor 5, June 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15588797

Abstract

Social assistance programs are an important public economic policy instrument in the government's efforts to improve the welfare of the community, especially the vulnerable and poor. Through various programs such as the Family Hope Program (PKH), social assistance is expected to reduce poverty, improve access to education and health services, and ease the economic burden on beneficiaries. This study aims to analyze the effectiveness of social assistance programs as a means of public economic policy, by identifying the obstacles faced and the impact felt by beneficiaries. The research utilizes a qualitative descriptive methodology, with data sourced from an extensive review of relevant literature. The results show that the social assistance program as a means of public economic policy is sufficient to meet the basic needs of the poor. However, it is not yet effective enough, because there are still studies that say that this social assistance has inaccurate targeting of beneficiaries and there are also studies that highlight that this social assistance reduces work motivation and economic independence of the community if it is not balanced with empowerment programs. Therefore, it is necessary to improve public policy, by being more careful in identifying problems, so that it does not often change policies so that this program can be optimally utilized in accordance with its objectives.
Co-Authors Afiyah, Najla Dian Herdiana Hardiansyah, Dika Helmi, Luthfi Hermawati, Anira Syifaa Putri Nurahman, Rifki Nurul Wahdah, Nurul