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All Journal Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Amkop Management Accounting Review (AMAR)
Muh Fadli Febrian
Andi Djemma University
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Social Sciences Other

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INFLUENCE OF BRAND AMBASSADORS AND MEDIA SOCIAL TO CONSUMER BUYING INTEREST MS. GLOW ON MS STORE. GLOW BY DEE IN PALOPO CITY Rahmat, Fathillah; Putra, Aria; Rudianto, Rudianto; Febrian, Muh Fadli
Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Vol 10, No 1 (2024)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/jep.v10i1.1995

Abstract

ABSTRACTTechnology in the current era of globalization can have a wide impact on economic, cultural and social aspects. Including personal needs such as health and beauty care products can be considered equal to basic needs. This study aims to determine and analyze the influence of brand ambassadors and social media on consumer buying interest of Ms. Glow products at the Ms. Glow by dee store in Palopo city. The type of research used in this study is quantitative and qualitative. Data collection was carried out by observation, interviews and questionnaires. The number of samples used was 30 respondents. This study was conducted by incedental sampling technique. Data analysis using multiple linear regression analysis with SPSS application. The results showed that brand ambassadors and social media simultaneously had a significant effect on the interest in buying ms glow products in Palopo city. Partially, brand ambassadors have a significant effect on consumer buying interest in MS Glow products. This means that brand ambassadors have an impact on consumer buying interest in ms glow products. The better the brand ambassador used, the more consumer buying interest will increase. In addition, social media also partially affects significantly on consumer buying interest in ms glow products in Palopo city. This means that the more sophisticated the technology used or social media applied, the consumer buying interest in MS Glow products will increase.Keywords: Brand ambassador; Social media; Buying interest.ABSTRAKTeknologi di era globalisasi saat ini dapat memberikan dampak yang luas pada aspek ekonomi, budaya dan sosial. Termasuk kebutuhan pribadi seperti produk perawatan kesehatan dan kecantikan yang dapat dianggap sama dengan kebutuhan pokok. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand ambassador dan media sosial terhadap minat beli konsumen produk Ms Glow pada toko Ms Glow by dee di kota Palopo. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan kualitatif. Pengumpulan data dilakukan dengan cara observasi, wawancara dan kuesioner. Jumlah sampel yang digunakan sebanyak 30 responden. Penelitian ini dilakukan dengan teknik pengambilan sampel insedental sampling. Analisis data menggunakan analisis regresi linier berganda dengan aplikasi SPSS. Hasil penelitian menunjukkan bahwa brand ambassador dan media sosial secara simultan berpengaruh signifikan terhadap minat beli produk ms glow di kota Palopo. Secara parsial, brand ambassador berpengaruh signifikan terhadap minat beli konsumen pada produk MS Glow. Hal ini berarti brand ambassador memberikan dampak terhadap minat beli konsumen pada produk ms glow. Semakin baik brand ambassador yang digunakan, maka minat beli konsumen akan semakin meningkat. Selain itu, media sosial juga secara parsial berpengaruh signifikan terhadap minat beli konsumen pada produk ms glow di kota Palopo. Hal ini berarti semakin canggih teknologi yang digunakan atau media sosial yang diterapkan maka minat beli konsumen terhadap produk MS Glow akan semakin meningkat.Kata kunci: Duta merek; Media sosial; Minat beli.
Improving the Performance of Women's MSMEs in Palopo City through Work-Life Balance, Social Capital, and Knowledge Management Marsal, Marsal; Febrian, Muh. Fadli; Erwina, Erwina; Munawir, Munawir; Nurjannah, Nurjannah
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3188

Abstract

This study aims to analyze the influence of Work-Life Balance, Social Capital, and Knowledge Management on improving the performance of women's MSMEs in Palopo City. MSMEs play a strategic role in the Indonesian economy by absorbing most of the workforce and contributing significantly to the national GDP. In Palopo City, the majority of MSMEs are managed by women who face dual challenges as entrepreneurs and homemakers. The research employs a quantitative method, with women MSME respondents selected through an incidental sampling technique, yielding a sample size of 200. Data analysis uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research results show that all variables have positive and significant effects on MSME performance. Knowledge Management provides the most substantial contribution, followed by Work-Life Balance and Social Capital. These findings confirm that the ability to manage knowledge becomes the main competitive advantage in the digital era, while work-life balance and social capital remain vital in business success. Respondents are predominantly in productive age groups, married, have secondary or higher education levels, and fall into the micro-enterprise category. This research provides theoretical contributions to the development of models of women's MSME performance and practical recommendations for women's economic empowerment policies that consider holistic aspects, including knowledge management, work-life balance, and social capital development. Practical implications indicate the need for a comprehensive approach to MSME empowerment programs that not only focus on technical business aspects but also consider knowledge management, work-life balance, and social network development to achieve optimal performance.
Co-Authors Erwina Erwina, Erwina Marsal, Marsal Munawir Munawir Nurjannah Nurjannah Putra, Aria Rahmat, Fathillah Rudianto Rudianto