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All Journal ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar PESHUM
Muhammad Faisal Yul Zamrudi
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Religion Humanities Education Social Sciences

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The Impact of Celebrity Endorsement and Brand Image on Gen Z Purchasing Decisions For Avoskin Products With Brand Awareness as A Mediating Variable Puan Dwi Yanti; Muhammad Faisal Yul Zamrudi
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 4 No. 2: Februari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v4i2.7187

Abstract

This study examines the impact of celebrity endorsement and brand image on Gen Z consumers' purchasing decisions, with brand awareness as a mediating variable. The study focuses on Avoskin cosmetics in Semarang, aiming to understand the factors influencing consumer preferences and purchasing behavior. The research employs a quantitative explanatory approach with a sample of 100 Gen Z respondents. Data were collected through structured questionnaires and analyzed using statistical methods, including multiple linear regression and the Sobel test for mediation. The results indicate that celebrity endorsement positively influences brand awareness, although its impact on purchasing decisions is insignificant. Conversely, brand image significantly affects brand awareness and purchasing decisions. Brand awareness also mediates the relationship between independent variables (celebrity endorsement and brand image) and purchasing decisions, enhancing their overall effect. Brand image and awareness are crucial factors driving consumer purchasing decisions, while celebrity endorsement alone is insufficient without alignment with core product values and consumer expectations. This study highlights the importance of tailored marketing strategies for Gen Z preferences.
Pengaruh Literasi Keuangan Terhadap Kinerja Umkm Kuliner Di Kota Semarang Dengan Pengelolaan Keuangan Sebagai Variabel Intervening Pryhanda Akhmal Alifahrizal; Muhammad Faisal Yul Zamrudi
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 4 No. 2: Februari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v4i2.7940

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) mempunyai fungsi penting dalam perekonomian suatu negara. Hal ini terutama berlaku untuk industri restoran, yang memberikan kontribusi signifikan terhadap produk domestik bruto (PDB) dan lapangan kerja Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan terhadap kinerja UMKM kuliner di Kota Semarang dengan pengelolaan keuangan sebagai variabel intervening. Pendekatan kuantitatif digunakan dengan teknik survei pada 100 pelaku UMKM kuliner yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa literasi keuangan memiliki pengaruh positif signifikan terhadap kinerja UMKM dan pengelolaan keuangan. Selain itu, pengelolaan keuangan juga memiliki pengaruh signifikan terhadap kinerja UMKM. Uji Sobel mengkonfirmasi bahwa pengelolaan keuangan berperan sebagai variabel intervening dalam hubungan antara literasi keuangan dan kinerja UMKM. Dengan meningkatkan literasi keuangan, pelaku UMKM dapat mengelola keuangan dengan lebih baik, yang pada gilirannya meningkatkan kinerja usaha mereka. Temuan ini menegaskan pentingnya pendidikan literasi keuangan bagi pelaku UMKM dalam memaksimalkan potensi bisnis mereka.
Peran Mediasi Motivasi Kerja terhadap Kepemimpinan Transformasional dan Knowledge Sharing dalam Meningkatkan Kinerja Karyawan Muhammad Alif Hidayat; Muhammad Faisal Yul Zamrudi
ARZUSIN Vol 6 No 4 (2026): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i4.10033

Abstract

This study was motivated by fluctuations in the achievement of production targets, as well as employee absenteeism and tardiness levels in the production division of PT Bahana Buana Box Demak, which indicate the need for more effective human resource management to improve employee performance. This study aimed to analyze the effect of transformational leadership and knowledge sharing on employee performance, with work motivation as a mediating variable. This study used a quantitative approach with an explanatory research method. Data were obtained through the distribution of questionnaires to 160 employees of the production division of PT Bahana Buana Box selected using purposive sampling. Data analysis was conducted using the Partial Least Squares (PLS) method with the SmartPLS application. The results showed that transformational leadership had a positive and significant effect on work motivation and employee performance. Knowledge sharing was also proven to have a positive and significant effect on work motivation and employee performance. In addition, work motivation was able to mediate the effect of transformational leadership and knowledge sharing on employee performance. Thus, this study affirms that improving employee performance can be achieved through the implementation of transformational leadership, the strengthening of a knowledge-sharing culture, and the optimization of work motivation within the company. The practical implications of this study indicate the importance of human resource management strategies oriented toward inspirational leadership, knowledge collaboration, and motivational reinforcement as a basis for improving employee performance in the production division.
Co-Authors Muhammad Alif Hidayat Pryhanda Akhmal Alifahrizal Puan Dwi Yanti