Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Journal of Innovation Research and Knowledge International Journal of Management and Business Economics
Mochammad Chairul Ihsan
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
THE ROLE OF VIRTUAL YOUTUBER KOBO KANAERU AS AN INFLUENCER IN TOKOPEDIA’S WAR CAMPAIGN Cattleya Rejito; Mochammad Chairul Ihsan; Wahyu Arif Firmansyah
Journal of Innovation Research and Knowledge Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i9.9700

Abstract

This study explores the role of Kobo Kanaeru, a Virtual YouTuber (VTuber) associated with Hololive Indonesia, as an influencer in Tokopedia’s WAR campaign. Utilizing the source credibility model, the research examines the influence of three key attributes—Expertise, Trustworthiness, and Attractiveness—on consumer Purchase Intention. A quantitative approach using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was employed to analyze data collected from 100 respondents aged 18–27 years, who were exposed to the WAR Tokopedia campaign. The results demonstrate that while Expertise, Trustworthiness, and Attractiveness significantly contribute to Purchase Intention, their individual effects are relatively weak, with path coefficients of 0.040, 0.040, and 0.041, respectively. The model explains 32.4% of the variance in Purchase Intention, highlighting the need for incorporating additional variables such as emotional connection and brand reputation. This study provides insights into the strategic advantages and challenges of using virtual influencers in digital marketing and recommends future research directions to optimize their effectiveness.
The Role of MSMEs and the Challenges of Their Development: A Qualitative Study Through MSME Owner Interviews Muhammad Aqshel Revinzky Nizar; Rizky Ramadhan; Mochammad Chairul Ihsan; Cattleya Rejito; Rd. Rifqi Dwisanto
International Journal of Management and Business Economics Vol. 4 No. 2 (2026): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i2.1371

Abstract

This community service program aims to strengthen the capacity and competitiveness of small businesses (UMKM) in Kecamatan Cibeunying, Bandung, through mentoring and business assistance. Background observations indicate that many UMKM still face limitations in marketing, financial management, and digital utilization, which hinder business growth and sustainability. The activity employed a participatory approach by conducting interviews and direct mentoring with selected UMKM actors to identify their main problems and needs. Assistance focused on improving basic financial recording skills, simple digital marketing (use of social media and online catalogs), and product packaging improvement. The results show an increase in participants’ understanding of financial management, better product presentation, and initial adoption of digital platforms for promotion. This program concludes that targeted, field-based mentoring can effectively improve the managerial and marketing capabilities of UMKM, and recommends periodic follow-up to ensure business continuity and development.
Co-Authors Cattleya Rejito Muhammad Aqshel Revinzky Nizar Rd. Rifqi Dwisanto Rizky Ramadhan Wahyu Arif Firmansyah