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All Journal Media Ekonomi dan Manajemen Jurnal SOLMA
Nurfatimah, Nyimas
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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Can Brand Ambassador Program Effectively Increase Online Purchase Intention? A Mediation Analysis Through Brand Awareness in Cloud Infrastructure Technology Industry Nurfatimah, Nyimas; Ramdan, Asep Muhamad; Saori, Sopyan
Media Ekonomi dan Manajemen Vol 40, No 2 (2025): July 2025
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v40i2.6218

Abstract

Digital marketing through brand ambassadors is growing rapidly across various industries, including cloud computing industry. This study analyzes the effectiveness of brand ambassador programs on online purchase intention through brand awareness as a mediator. A quantitative approach with an explanatory research design was used on 250 Instagram followers of @idcloudhost through simple random sampling. Data were analyzed using Structural Equation Modeling (SEM) with IBM SPSS AMOS 22 Graphics software. Results showed a non-significant negative direct effect of brand ambassadors on online purchase intention. However, the indirect effect through brand awareness mediation created a significant positive relationship. These findings suggest that brand ambassadors alone are not strong enough to influence online purchase intention without first establishing brand awareness. This study concludes that PT. Cloud Hosting Indonesia's Brand Ambassador strategy, despite not involving celebrities, is effective in building brand awareness that drives online purchase intention. This research makes a significant contribution to knowledge development, particularly in marketing, by measuring the relationship between brand ambassadors and online purchase intention through brand awareness in the cloud infrastructure industry. This study also offers evaluations and recommendations for similar technology companies to implement brand ambassador programs to enhance online purchase intention through brand awareness.
Penerapan Pelatihan Interpersonal Skills dalam Meningkatkan Kolaborasi dan Pengelolaan Konflik Anggota Koperasi Wanita Sukabumi Sufianty Zafar, Tetty; Rachmawati, Ike; Nurfatimah, Nyimas; Munajat, Asep
Jurnal SOLMA Vol. 15 No. 1 (2026)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v15i1.21055

Abstract

Latar Belakang: Keterampilan interpersonal merupakan kompetensi kunci yang menentukan keberhasilan sebuah organisasi dalam mengelola keragaman anggota dan meminimalisasi konflik. Kegiatan pengabdian ini bertujuan untuk meningkatkan keterampilan kolaborasi dan pengelolaan konflik antar anggota koperasi wanita di Kabupaten Sukabumi melalui penerapan pelatihan interpersonal skills yang berbasis praktik. Metode: Kegiatan pengabdian dilaksanakan oleh tim pengabdian program studi Ilmu Administrasi Bisnis Universitas Muhammadiyah Sukabumi bermitra dengan Koperasi Wanita Kabupaten Sukabumi. Metode pelatihan melibatkan 230 anggota dari 22 koperasi wanita yang dipilih menggunakan simple random sampling. Data dikumpulkan melalui pre-test, observasi, refleksi individu, wawancara, dan post-test, kemudian dianalisis menggunakan Structural Equation Modeling (SEM) dengan software AMOS. Hasil: Hasil penelitian menunjukkan peningkatan skor rata-rata pre-test dan post-test sebanyak 21%. Analisis SEM membuktikan bahwa interpersonal skills berpengaruh positif signifikan terhadap kemampuan kolaborasi dan pengelolaan konflik. Pelatihan ini efektif meningkatkan kemampuan mendengarkan aktif, komunikasi efektif, empati, dan strategi pengelolaan konflik konstruktif. Kesimpulan: Disimpulkan bahwa pelatihan interpersonal skills berbasis praktik terbukti signifikan meningkatkan keterampilan kolaborasi dan pengelolaan konflik anggota koperasi wanita, sehingga direkomendasikan untuk diperluas ke wilayah lain.
Co-Authors Asep Muhamad Ramdan Asep Munajat Ike Rachmawati Sopyan Saori Sufianty Zafar, Tetty