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All Journal Management and Business Progress Community Service Progress
Effendy, Yudi
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Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Produk Focallure Dengan Kepercayaan Sebagai Variabel Intervening: Studi Kasus Masyarakat Jl. Kancil Dusun 1 Sei Rampah Rusmewahni, Rusmewahni; Hartanto, Bobby; Triandani, Mulya; Effendy, Yudi
Management And Business Progress Vol. 4 No. 1 (2025): Management and Business Progress Edisi Juni 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/mbp.v4i1.236

Abstract

This research aims to find out how Celebrity Endorser and Brand Image influences Focallure Product Purchasing Decisions with trust as an intervening variable. The influences you want to know are direct and indirect influences. This type of research is quantitative research which describes the location of the variables studied and the influence of one variable on other variables. The population of this study was taken from community of Jl. Kancil village 1 Sei Rampah, specifically women. The sample taken was 92 respondents using the Slovin formula with the Accidental Sampling technique. The data analysis method uses PLS-based SEM, analyzed using outer models, inner models, and hypothesis testing using bootstrapping. The results of this research show that : Celebrity Endorser influences Purchasing Decisions, Brand Image influence Purchasing Decisions, Celebrity Endorser influences trust, Brand Image influences trust, Trust has no effect on Purchasing Decisions, Celebrity Endorser does not have a significant influences on Purchasing Decisionswith trust as an intervening variable, Brand Image does not have a significant influences on Purchasing Decisionswith trust as an intervening variable.
Pembinaan dan Pemberdayaan UMKM untuk Meningkatkan Pendapatan Masyarakat di Kelurahan Mandailing Kota Tebing Tinggi Batubara, Rizki Wulanita; Purba, Rakhmawati; Siahaan, Rumiris; Mala, Nur; Akbar, Rafly Putra; Effendy, Yudi; Wibowo, Teguh
Community Service Progress Vol. 2 No. 2 (2023): Community Service Progress Edisi Desember 2023
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/csp.v2i2.117

Abstract

The purpose of this service activity is to find out strategies for empowering MSMEs in increasing income, as well as the benefits for the community, namely receiving guidance and training from the Service Team in developing MSME businesses. The location of this service was carried out in Mandailing Village, Tebing Tinggi Kota District, targeting people who want to open Micro, Small and Medium Enterprises. Development of Micro, Small and Medium Enterprises is an effort by the central and regional governments. By coaching and empowering MSMEs in the midst of current free trade competition, it can provide encouragement to increase community income. This activity can encourage the economy of a region, not only increasing income but also equalizing income in a region. By providing community development and empowerment in Micro, Small and Medium Enterprises, job opportunities can be created for the Indonesian people, especially in Mandailing Subdistrict.
Co-Authors Akbar, Rafly Putra Batubara, Rizki Wulanita Bobby Hartanto Nur Mala Purba, Rakhmawati Rusmewahni, Rusmewahni Siahaan, Rumiris Teguh Wibowo Triandani, Mulya