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All Journal Jurnal Ilmiah Manajemen dan Akuntansi Growth: Journal Management and Business
Zulaeka, Almira
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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PENGARUH KOMUNIKASI ORGANISASI, BUDAYA ORGANISASI DAN GAYA KEPEMIMPINAN TERHADAP KOMITMEN ORGANISASI PADA ORGANISASI MAHASISWA UNIVERSITAS PELITA BANGSA Ahmad Badawi; Duriyyatul Millah; Lutfiyah Apriliani; Intan Nur Cahyani; Syahratu Intan Azzahra; Alma Syifa Rahma Azizi; Zulaeka, Almira
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 2 No. 4 (2025): Juli : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/3gq7cc09

Abstract

This study aims to explore how organizational communication, organizational culture, and leadership style influence organizational commitment within student organizations at Universitas Pelita Bangsa. A total of 75 active student organization members participated as respondents, selected using a purposive sampling technique. Data were analyzed using the Partial Least Squares (PLS) approach with SmartPLS 3.0 software. The findings reveal that both organizational communication and culture significantly impact the level of commitment among student organization members. However, leadership style was found to have no significant effect on organizational commitment. These results highlight the crucial role of communication and culture in fostering strong organizational commitment, which contributes to the overall success of student organizations
Brand Ambassadors, Brand Trust, and Hedonic Motivation in Shaping G2Glow Purchase Decisions Rahma, Alma Syifa; Putri, Fuzha Melyani; Khomairo, Ratu Dini; Tinnafsiyyah, Nurfithroh; Zulaeka, Almira
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.995

Abstract

This study explores the influence of Social Brand Ambassadors on purchasing decisions for G2Glow products, with Brand Trust as a mediating variable and Hedonic Motivation as a moderating variable. The aim of this research is to determine the extent to which brand ambassadors shape brand trust and how it affects consumer decision-making. A quantitative approach was employed using Partial Least Square (PLS) analysis, and data were collected from 101 respondents via an online questionnaire. The results indicate that Social Brand Ambassadors do not have a direct effect on purchasing decisions but do have a significant indirect effect through Brand Trust. Furthermore, Hedonic Motivation also has a significant influence on purchasing decisions. The analysis of variables reveals that Brand Trust plays a crucial role as a bridge between brand ambassadors and purchasing decisions, while Hedonic Motivation enhances the emotional influence in the buying process. The conclusion of this study highlights that brand trust is a key factor in influencing purchasing decisions, and the strategic use of the right brand ambassador can strengthen that trust. The originality of this study lies in integrating social brand ambassadors, brand trust, and hedonic motivation within a single model, offering a more comprehensive explanation of consumer behavior in the beauty industry. Theoretically, the findings extend consumer behavior and branding literature by showing that emotional and trust-based mechanisms are stronger predictors of purchasing decisions than ambassadorial presence alone, thereby contributing new insights into the role of mediated and moderated pathways in digital marketing contexts. The practical implication is that marketers should emphasize emotional elements and credibility in their promotional strategies.
Co-Authors Ahmad Badawi Alma Syifa Rahma Azizi Duriyyatul Millah Intan Nur Cahyani Khomairo, Ratu Dini Lutfiyah Apriliani Putri, Fuzha Melyani Rahma, Alma Syifa Syahratu Intan Azzahra Tinnafsiyyah, Nurfithroh