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Nurul Haeriyah Ridwan
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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CELEBRITY ENDORSER, KUALITAS PRODUK, DAN KEPUTUSAN: PERAN MEDIASI BRAND TRUST Damas Gianlugi Alrizqi; Nurul Haeriyah Ridwan; Ni Luh Sinta Yani; Puji Novita Sari
Jurnal Administrasi Profesional Vol 6 No 2 (2025): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v6i2.8106

Abstract

Penelitian ini bertujuan untuk mengkaji peran mediasi brand trust dalam hubungan antara celebrity endorser dan kualitas produk terhadap keputusan pembelian konsumen pada produk lokal Susu Moeria. Fenomena fluktuatifnya loyalitas konsumen mendorong perlunya analisis terhadap faktor-faktor psikologis dan persepsi yang memengaruhi keputusan pembelian dalam konteks pemasaran digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) melalui software WarpPLS. Sampel berjumlah 100 responden yang merupakan konsumen Susu Moeria, dipilih dengan teknik purposive sampling. Instrumen penelitian berupa kuesioner yang telah diuji validitas dan reliabilitasnya. Hasil analisis menunjukkan bahwa celebrity endorser dan kualitas produk berpengaruh signifikan terhadap brand trust, tetapi tidak berpengaruh langsung terhadap keputusan pembelian. Sebaliknya, brand trust memiliki pengaruh signifikan terhadap keputusan pembelian dan terbukti memediasi pengaruh celebrity endorser dan kualitas produk. Temuan ini menegaskan bahwa brand trust merupakan determinan kunci dalam membentuk keputusan pembelian konsumen, sejalan dengan kerangka Theory of Planned Behavior (TPB). Penelitian ini merekomendasikan penguatan strategi pemasaran berbasis kepercayaan merek dengan seleksi endorser yang kredibel serta peningkatan kualitas produk yang konsisten.
FINANCIAL LITERACY, CASHLESS PAYMENT USAGE, AND FINANCIAL PERFORMANCE OF MICRO AND SMALL ENTERPRISES IN INDONESIA Muh. Irshan Sachrir Sachrir; Andi Nurul Tenriwali Hasanuddin; Nurul Haeriyah Ridwan; Rahmat Hidayat
Berkala Akuntansi dan Keuangan Indonesia Vol. 11 No. 2 (2026): Berkala Akuntansi dan Keuangan Indonesia
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/baki.v11i2.87088

Abstract

This study examines how financial literacy and cashless payment usage influence the financial performance of micro and small enterprises (MSEs) in Indonesia. Drawing on the Resource-Based View (RBV) and the Technology Acceptance Model (TAM), financial literacy is positioned as an internal managerial capability, while cashless payment usage is viewed as technology adoption that supports transaction efficiency, transparency, and financial monitoring. A quantitative explanatory design was applied using cross-sectional survey data from 120 MSE owners who were directly involved in business financial management. The data were analyzed using PLS-SEM with SmartPLS. The findings show that financial literacy has a positive and significant effect on financial performance. MSE owners with better financial knowledge are more capable of preparing records, managing cash flow, separating business and personal finances, and calculating profit. Cashless payment usage also has a positive and significant effect, indicating that QR-based payments, electronic wallets, and mobile banking can strengthen transaction recording and business monitoring. The study contributes by integrating RBV and TAM in a single empirical framework and by showing that financial literacy and cashless payment usage work as complementary factors in improving MSE financial performance.
Co-Authors Agung Muliaman Anas Andi Nurul Tenriwali Hasanuddin Andi Reski Nurhikmah Ariadna Mulyati Asriyani Amrullah Chalid Imran Musa Damas Gianlugi Alrizqi Dini Kamila Salma Dwiyanti Dwiyanti Hasisa Haruna Hasrianti, Hasrianti M. Ikhwan Maulana Haeruddin Mansyur Mansyur Mildayanti Mildayanti Moch Faizal Rachmadi Muh Irshan Sachrir Muh. Irshan Sachrir Muh. Irshan Sachrir Sachrir Ni Luh Sinta Yani Nursyamsy Bte Alwi Puji Novita Sari Rahman, Ahmad Ardillah Rahmat Hidayat Ryo Sinung Primadanar St Wijdana Ram Sulolipu, Andi Annisa Vivit Rosmayanti Yulnita Muchtar