Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
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All Journal Jurnal Cendekia Ilmiah Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism
Tithania Anzhani
Universitas Pelita Bangsa
Humanities Social Sciences

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Pengaruh Testimoni Selebriti Terhadap Niat Beli Konsumen Generasi Z Etty Zuliawati Zed; Adelia Putri Solekha; Diah Ayu Fatmawati; Elisa Nabila; Tithania Anzhani
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 1: Desember 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i1.6509

Abstract

The digital era has transformed marketing strategies, especially through celebrity testimonials on social media platforms such as Instagram and TikTok. This study aims to analyze the influence of celebrity testimonials on the purchase intention of Generation Z. Data were collected via an online survey involving 300 respondents who are active social media users. Linear regression analysis was used to examine the relationship between the credibility of celebrity testimonials (trustworthiness, attractiveness, relevance) and purchase intention. The results are expected to show a significant influence of celebrity testimonials on the purchase decisions of Generation Z and provide practical insights for companies in designing celebrity endorsement-based marketing strategies.
Analysis of Opportunities and Threats or Challenges in the International Trade of Handicrafts (A Case Study of Trade Between Indonesia and Japan) Tithania Anzhani
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 2 (2026): : May: Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/p6q3vh78

Abstract

This study examines the opportunities and threats affecting the international trade of handicrafts between Indonesia and Japan through a qualitative and non empirical conceptual case study approach. The analysis is grounded in the theoretical perspectives of international trade, international marketing, competitive advantage, strategic management, and creative economy. Data were derived from academic literature, government reports, trade statistics, industry publications, and bilateral economic cooperation documents. The findings indicate that the Japanese market offers substantial opportunities driven by demand for authentic cultural products, appreciation of craftsmanship, supportive trade relations, and the expansion of creative economy activities. The analysis also identifies major challenges including intense competition from other exporting countries, strict quality standards, limited export capabilities among small and medium enterprises, weak market intelligence, language barriers, digital capability constraints, and exposure to global economic volatility. The study further demonstrates that sustainable competitiveness requires integrated strategic responses encompassing dynamic capability development, digital transformation, knowledge management, intellectual property protection, entrepreneurship development, and social capital strengthening. The proposed framework contributes to understanding how handicraft industries can achieve long term international competitiveness while preserving cultural value and supporting sustainable economic development.  
Co-Authors Adelia Putri Solekha Diah Ayu Fatmawati Elisa Nabila Etty Zuliawati Zed