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Evaluating the Impact of Celebrity Endorsers and Country of Origin on Consumer Purchase Decisions Fauziridwan, Meydy
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16118

This study aims to evaluate the impact of Country of Origin (COO) and celebrity endorsement on consumer purchase decisions, focusing on Innisfree skincare products among students at Universitas Muhammadiyah Purwokerto. A quantitative research approach using Structural Equation Modeling (SEM) was employed, with data collected from 294 respondents. The findings reveal that COO significantly influences purchase decisions, where the perception of the country of origin, particularly South Korea, enhances consumer trust and perceived product quality. On the other hand, celebrity endorsement was found to have no significant impact on purchase decisions, although there is potential for improvement with better alignment between the celebrity and the brand. The interaction between COO and celebrity endorsement strengthens brand perception, particularly among young consumers who are influenced by digital media. This study provides insights into the importance of COO in marketing strategies for skincare products, while celebrity endorsement serves as an additional factor that can increase brand attractiveness.

Penerapan Teknologi Mesin Penepung dan Pemasaran Digital untuk Meningkatkan Produktivitas dan Daya Jual Produk UMKM Kelompok Usaha Tepung Mocaf di Desa Majalangu, Watukumpul: Application of Flour Machine Technology and Digital Marketing to Increase Productivity and Marketability of MSME Products of the Mocaf Flour Business Group in Majalangu Village, Watukumpul Saputra, Eqwar; Ma’ruf, Anwar; Fauziridwan, Meydy
PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Vol. 10 No. Suppl-1 (2025): PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat
Publisher : Institute for Research and Community Services Universitas Muhammadiyah Palangkaraya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33084/pengabdianmu.v10iSuppl-1.8525

This service aims to apply production technology in the form of flouring machines and provide digital marketing training to increase productivity, quality, and selling power of MSME products from the Mocaf Flour Business Group in Majalangu Village, Watukumpul, Pemalang. Through this activity, it is hoped that it can help Davia Watukumpul's mocaf flour production process to be more optimal. Apart from implementing machines, digital marketing training is provided to partners to support marketing activities and increase product selling power. This service activity begins with several stages including planning, preparation, implementation, activity evaluation, and mentoring. 17 service participants took part in this activity, consisting of 10 men and 7 women. Participants are trained on how to operate tools, in the form of penpung tools. The training process that has been carried out shows that participants have increased their knowledge and understanding. The percentage of participants' knowledge increased by 60%. This shows that the participants paid attention to what the presenter had explained. Through this training, it is hoped that participants will become more enthusiastic in promoting products that have been created on social media or e-commerce according to what has been taught.

The Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions for Facetology Sunscreen in Generation Z Rahayu, Tri Septin Muji; Aulia, Putri Rizky; Widyaningtyas, Dian; Fauziridwan, Meydy
Jurnal Internasional Bisnis, Humaniora, Pendidikan dan Ilmu Sosial Vol 7 No 1 (2025): International Journal of Business, Humanities, Education and Social Sciences
Publisher : Universitas Teknologi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46923/ijbhes.v7i1.485

This study aims to examine the impact of influencer marketing, electronic word of mouth, and brand trust on the purchasing decisions of Facetology sunscreen among Generation Z in East Purwokerto. Data were collected through questionnaires targeting Generation Z in East Purwokerto. A purposive sampling method with a non-probability approach was used. Data analysis was conducted using multiple linear regression tests. Influencer marketing showed a positive but insignificant effect on purchasing decisions. In contrast, electronic word of mouth and brand trust had a significant positive influence on the purchasing decisions for Facetology Sunscreen.

Pengaruh Citra Merek, Label Halal, Social Media Influencer dan Kualitas Produk terhadap Customer Loyality Setyarini, Riska Ayu; Alfalisyado, Alfalisyado; Astuti, Herni Justiana; Fauziridwan, Meydy
Jurnal Ilmiah Universitas Batanghari Jambi Vol 25, No 2 (2025): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v25i2.6012

The purpose of this study was to analyze the influence of brand image, halal label, social media influencers, and product quality on customer loyalty of Somethinc products in the Banyumas region. The method used was quantitative, with a sample of 100 respondents selected through a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The results showed that simultaneously and partially there was a significant influence between the variables of brand image, product quality, and social media influencers on customer loyalty of Somethinc products in the Banyumas region.

The Determinants of Online Impulsive Buying on Shopee: An Empirical Study Anastasia, Nita; Widyaningtyas, Dian; Haryanto, Totok; Fauziridwan, Meydy
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 3 (2025): August 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v4i3.15194

This study aims to analyze the influence of sales promotion, hedonic shopping motivation, shopping lifestyle, and electronic word-of-mouth (E-WOM) on impulsive buying behavior. The research focuses on Shopee consumers in Purwokerto. The independent variables in this study are sales promotion, hedonic shopping motivation, shopping lifestyle, and E-WOM, while impulsive buying serves as the dependent variable. A quantitative research method was employed. The sample consisted of 119 respondents, selected using purposive sampling. Data were collected through a questionnaire utilizing a Likert scale. The collected data were analyzed using SPSS version 26. The results indicate that sales promotions, hedonic shopping motivation, and shopping lifestyle have a positive and significant effect on impulsive buying. However, E-WOM does not influence on impulsive buying.

Integration Of Artificial Intelligence In Sensory Marketing And Its Influence On The Emotions Of Generation Z Consumers In Coffee Cafes Haryanto, Totok; Fauziridwan, Meydy; Purwanto, Lahan Adi
Eduvest - Journal of Universal Studies Vol. 4 No. 11 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i11.44718

This study aims to measure the influence of artificial intelligence (AI)-based sensory marketing on PAD emotions (Pleasure, Arousal, Dominance) and consumer behavioral intention in the context of cafes. The study used an experimental method by dividing respondents into two groups: one group received AI-based sensory marketing interventions, while the other group experienced conventional sensory marketing without AI. Data was collected using a questionnaire that measured PAD emotions and behavioral intentions after interaction with the café environment. Statistical analyses were conducted using the Independent Sample t-test, ANOVA, Cohen's d, and Moderation Analysis to evaluate significant differences between the two groups and to understand the moderation effect of brand experience on outcomes. The results showed that AI intervention did not have a significant effect on consumer emotions or behavioral intention, with a p-value of >0.05 for all variables measured. The effect measure (Cohen's d) also indicated that the differences between the groups were very small and practically insignificant. Additionally, brand experience was not found to be a moderator that reinforces the relationship between AI interventions and emotional or behavioral variables

Pengaruh Persepsi Kemudahan Penggunaan dan Kepercayaan Terhadap Penggunaan E-Commerce Pada Website Halodoc dengan Persepsi Manfaat Sebagai Mediasi Rahma, Nandita; Justiana Astuti, Herni; Widyaningtyas, Dian; Fauziridwan, Meydy
Jurnal Pendidikan Indonesia Vol. 6 No. 2 (2025): Jurnal Pendidikan Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i2.7294

Penelitian bertujuan untuk menganalisis dan membahas pengaruh persepsi kemudahan penggunaan, kepercayaan, dan persepsi manfaat sebagai mediator terhadap penggunaan e-commerce. Sumber data dalam penelitian ini menggunakan data primer yang diperoleh dengan menyebarkan kuesioner menggunakan Google Form. Penelitian ini menggunakan metode SEM (Structural Equation Model) dengan pendekatan PLS (Partial Least Square) versi 3.0. Jumlah sampel yang diuji 102 responden dengan teknik pengumpulan sampel menggunakan purposive sampling. Temuan ini mengungkapkan bahwa persepsi kemudahan penggunaan, kepercayaan dan persepsi manfaat berpengaruh signifikan terhadap penggunaan e-commerce, kepercayaan berpengaruh signifikan terhadap persepsi manfaat, persepsi manfaat berpengaruh signifikan terhadap penggunaan e-commerce, persepsi manfaat memediasi hubungan kepercayaan terhadap penggunaan e-commerce, namun persepsi kemudahan penggunaan tidak berpengaruh signifikan terhadap persepsi manfaat dan persepsi manfaat tidak memediasi hubungan persepsi kemudahan penggunaan terhadap penggunaan e-commerce

Evaluating the Impact of Celebrity Endorsers and Country of Origin on Consumer Purchase Decisions Fauziridwan, Meydy
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16118

This study aims to evaluate the impact of Country of Origin (COO) and celebrity endorsement on consumer purchase decisions, focusing on Innisfree skincare products among students at Universitas Muhammadiyah Purwokerto. A quantitative research approach using Structural Equation Modeling (SEM) was employed, with data collected from 294 respondents. The findings reveal that COO significantly influences purchase decisions, where the perception of the country of origin, particularly South Korea, enhances consumer trust and perceived product quality. On the other hand, celebrity endorsement was found to have no significant impact on purchase decisions, although there is potential for improvement with better alignment between the celebrity and the brand. The interaction between COO and celebrity endorsement strengthens brand perception, particularly among young consumers who are influenced by digital media. This study provides insights into the importance of COO in marketing strategies for skincare products, while celebrity endorsement serves as an additional factor that can increase brand attractiveness.

PENGARUH ELECTRONIC WORD OF MOUTH DAN REPUTASI PENJUAL TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z DENGAN KEPERCAYAAN KONSUMEN SEBAGAI MEDIASI Triana, Prisca Restu; Miftahuddin, Muchammad Agung; Rahayu, Tri Septin Muji; Fauziridwan, Meydy
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 1 (2026): Maret
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i1.3742

Introduction: The increasing use of online shopping platforms among young consumers has elevated the importance of understanding the determinants of purchasing decisions. In this context, Electronic Word of Mouth (e-WOM) and seller reputation serve as essential sources of information that help shape consumer evaluations before making a purchase. This research aims to analyze the influence of these two factors on purchasing decisions and to examine the mediating role of consumer trust among Shopee users in Purwokerto.Methods: This quantitative study involved 120 Shopee users in Purwokerto who completed an online structured survey. The study applied PLS-SEM as an analytical approach to assess direct causal effects and mediation pathways among the research variables.Results: The analysis indicates that both e-WOM and seller reputation significantly impact consumer trust and purchasing decisions. Furthermore, consumer trust was identified as a partial mediator in the relationships between e-WOM and seller reputation on purchasing decisions. These results suggest that the quality of information and sellers’ images on online platforms play a crucial role in enhancing consumer confidence before completing a transaction. Keywords: Customer Trust, Electronic word of mouth, Purchase Decisions. Seller Reputation.

Capital Structure and Firm Value in Consumer Cyclicals: The Weakening Moderating Role of Profitability During Market Volatility 2021-2024 Fatimah; Tubastuvi, Naelati; Handayani, Erna; Fauziridwan, Meydy
Owner : Riset dan Jurnal Akuntansi Vol. 10 No. 1 (2026): Article Research January 2026
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/owner.v10i1.2937

This study examines the influence of capital structure, investment decisions, and firm size on firm value, with profitability as a moderating variable. The novelty of this research lies in demonstrating that profitability weakens the relationship between capital structure and firm value, a finding that contrasts with most prior studies, and in employing a Fixed Effect Model (FEM) with Driscoll–Kraay standard errors to address heteroskedasticity. The sample consists of 38 firms selected from 163 consumer cyclical companies listed on the Indonesia Stock Exchange during 2021–2024, resulting in 152 firm year observations. The FEM Driscoll–Kraay results show that capital structure has a positive and significant effect on firm value, indicating that higher leverage can increase market confidence and enhance firm valuation. However, the moderation test reveals that profitability significantly weakens the effect of capital structure on firm value, meaning that when profitability increases, the contribution of leverage to firm value becomes less influential. Meanwhile, investment decisions and firm size do not significantly affect firm value, nor are their relationships moderated by profitability. These findings imply that managers must adjust leverage policies carefully during periods of high profitability, as its value-enhancing impact diminishes, while investors should prioritize analyzing capital structure and profitability as key indicators of firm strength.

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