Garuda - Garba Rujukan Digital

Impact of Influencer Endorsement on Purchase Decision: Mediating Role of Brand Image and Moderating Effect of Customer Trust Siahaan, Febri Sari; Beryansyah, Beryansyah; Purnawan, Lesna; Hasan, Raden; Priscillia, Amanda Sona
International Journal of Management and Digital Business Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v4i1.1291

This study examines the influence of influencer endorsement on purchase decisions for Sugarlab Face Mist products, with brand image as a mediator and customer trust as a moderator. Data were collected from 300 respondents in Jakarta and its surrounding areas, consisting of active social media users aged 18–40 years who have purchased products promoted by influencers. A purposive sampling technique was applied, and the analysis was conducted using a quantitative approach with Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through Smart PLS 4.0 software. The results show that influencer endorsement significantly affects purchase decisions, both directly and through the mediation of brand image. A positive brand image strengthens consumers' purchase intentions and mediates the relationship between influencer endorsement and purchase decisions. Customer trust serves as a moderator that enhances the relationships between influencer endorsement, brand image, and purchase decisions. This study highlights the importance of influencer endorsement strategies in improving brand image and consumer purchase decisions.

Analysis of the Effectiveness of Implementing the ASN Performance Assessment System (E-Kinerja) Siahaan, Febri Sari; Priscillia, Amanda Sona; W. A. N, Ayi Krisnha; Hidayat, Rahmat; Restika, Dea
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 1 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i1.2536

Human resources (HR) play a major role in achieving organizational goals, including in the government sector. Civil Servants (PNS) as an integral part of government organizations must have high competence and integrity in order to carry out their duties optimally. This research aims to analyze the effectiveness of implementing an electronic-based performance assessment system (E-Kinerja) known as SIPENDEKAR at the Tangerang Regency Population Control and Family Planning Office. This system is expected to increase transparency, efficiency and accuracy in assessing employee performance and improve the performance allowance system. The method used in this research is a qualitative approach with data collection techniques through interviews with five ASN employees who have in-depth knowledge about the implementation of the E-Kinerja system. The research results show that the implementation of SIPENDEKAR has a positive impact in increasing employee discipline and transparency in the management of performance allowances. However, this system also faces technical problems, such as slow internet connections and server problems which affect the smooth use of the application. Apart from that, another challenge found was the mismatch between employee competency and position placement, which could affect the effectiveness of the system. However, with continuous training and increasing the match between employee duties and competencies, this system can be more optimal. Overall, implementing E-Kinerja can improve employee performance and help government agencies achieve goals more efficiently.

The Influence of Perceived Value on Purchase Decision Mediated by Brand Image in Garuda Indonesia Airline Priscillia, Amanda sona; Yauwry, Andhika; Rendi Santo, So; Imanuella Dara, Pricilia; Ang, Angel
Jurnal Ecoment Global Vol. 10 No. 2 (2025): Volume 10 No.2 Edisi Agustus 2025
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jeg.v10i2.5770

Objective: This study aims to examine the influence of perceived value on consumer purchase decisions, with brand image acting as a mediating variable, in the context of Garuda Indonesia Airlines. The objective is to provide empirical evidence that contributes to both theoretical understanding and practical strategy development in the airline service sector. Design/Methods/Approach: The study adopts a quantitative approach with an associative method. Data were collected through a survey of 61 Garuda Indonesia passengers aged over 18 who had flown with the airline more than twice. The sampling technique employed was saturated sampling. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software to evaluate both the measurement and structural models. Findings: The results show that perceived value has a positive and significant effect on both brand image and purchase decision. Additionally, brand image positively influences purchase decision and plays a mediating role in the relationship between perceived value and consumer decision-making. The analysis confirms that perceived value contributes not only directly to consumer behavior but also indirectly by shaping a strong brand image that reinforces purchasing intentions. Originality/Value: This study offers a novel integrative model by simultaneously examining perceived value, brand image, and purchase decision within the airline industry, particularly for a national carrier. It fills a gap in existing literature by exploring the mediating effect of brand image in a service context where intangible value perceptions significantly influence consumer choices. Practical/Policy implication: The findings suggest that airline companies should focus on enhancing perceived value through improved service quality, customer experience, and fair pricing. Simultaneously, reinforcing a strong and consistent brand image is essential to strengthen customer trust and loyalty, ultimately influencing purchase behavior and sustaining competitive advantage.

Analysis of the Effectiveness of Implementing the ASN Performance Assessment System (E-Kinerja) Siahaan, Febri Sari; Priscillia, Amanda Sona; W. A. N, Ayi Krisnha; Hidayat, Rahmat; Restika, Dea
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 1 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i1.2536

Human resources (HR) play a major role in achieving organizational goals, including in the government sector. Civil Servants (PNS) as an integral part of government organizations must have high competence and integrity in order to carry out their duties optimally. This research aims to analyze the effectiveness of implementing an electronic-based performance assessment system (E-Kinerja) known as SIPENDEKAR at the Tangerang Regency Population Control and Family Planning Office. This system is expected to increase transparency, efficiency and accuracy in assessing employee performance and improve the performance allowance system. The method used in this research is a qualitative approach with data collection techniques through interviews with five ASN employees who have in-depth knowledge about the implementation of the E-Kinerja system. The research results show that the implementation of SIPENDEKAR has a positive impact in increasing employee discipline and transparency in the management of performance allowances. However, this system also faces technical problems, such as slow internet connections and server problems which affect the smooth use of the application. Apart from that, another challenge found was the mismatch between employee competency and position placement, which could affect the effectiveness of the system. However, with continuous training and increasing the match between employee duties and competencies, this system can be more optimal. Overall, implementing E-Kinerja can improve employee performance and help government agencies achieve goals more efficiently.

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