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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) JOURNAL OF IDEALISTIC HUMAN RESORUCES
Musthofa, Calvin Nuril
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Other

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THE IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE DECISION OF MS GLOW PRODUCTS, THROUGH BRAND TRUST ON GEN Z FACTORY WORKERS IN JEPARA DISTRICT Musthofa, Calvin Nuril
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 8 No 2 (2025): March 2025
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v8i2.3191

Abstract

ABSTRACT Purpose: This study examines the impact of celebrity endorsements on purchase decisions, with brand trust as a mediating variable, in the context of the Indonesian cosmetics industry, specifically MS Glow. Design/methodology/approach: A quantitative research approach was applied, utilizing a sample of 400 Gen Z garment workers in Jepara district. Data were analyzed using Structural Equation Modeling (SEM) with Smart-PLS version 4.0, including outer model testing, inner model testing, mediation testing, and hypothesis testing. Findings: The results indicate that Celebrity Endorsement (X1) has a positive and significant influence on Brand Trust (Z1) and Purchase Decision (Y1). Additionally, Brand Trust (Z1) significantly influences Purchase Decision (Y1). Mediation analysis confirms that Brand Trust (Z1) partially mediates the relationship between Celebrity Endorsement (X1) and Purchase Decision (Y1). Research limitations/implications: This study is limited to Gen Z garment workers in Jepara, which may restrict generalizability to other demographics or regions. Future research could explore different age groups or industries. Practical implications: The findings provide insights for cosmetic brands on leveraging celebrity endorsements to enhance brand trust and influence consumer purchase decisions. Originality/value: This study contributes to the literature by empirically validating the mediating role of brand trust in the relationship between celebrity endorsement and purchase decision, specifically in the Indonesian cosmetics market. Paper type: Research paper Keyword: Celebrity endorsement, brand trust, purchase decision
Understanding How AI-Driven Innovations Reshape Human Resource Management and Influence Organizational Effectiveness Musthofa, Calvin Nuril
Journal of Idealistic Human Resources Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jihr.2025.1(1)-02

Abstract

Objective: This research aims to understand the use of Artificial Intelligence (AI) in the context of human resource management (HRM), identify the challenges of its integration, and explore its impact on operational efficiency, decision-making, and employee work experience. Research Design & Methods: This study used a qualitative approach through in-depth interviews and analysis of relevant literature. The data was thematically analyzed to explore employees' perceptions, hopes, and fears as well as the organization's strategy in adopting AI in HR. Findings: Findings show that AI has great potential in improving the effectiveness of HR management, especially in terms of process efficiency, decision-making accuracy, and personalization of employee experience. However, barriers such as lack of digital competency, reliance on conventional HR practices, and concerns about losing the human dimension remain crucial. Employees show mixed responses, ranging from enthusiasm for efficiency to anxiety about job security and dehumanization of work processes. Implications & Recommendations: This research recommends strengthening digital literacy and adaptive training for HR practitioners, developing ethical and human-centered AI integration policies, and the need for organizations to maintain a balance between technological efficiency and human touch in managerial practices. Contribution & Value Added: This research contributes to the conceptual and practical understanding of AI integration in HR management. The added value of this study is the presentation of a multidimensional perspective-both from the organization and employee side-in addressing digital transformation in the HR domain.
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