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All Journal Journal of Management and Social Sciences Jurnal Manajemen Riset Inovasi
Febi Ardhani
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Decision Sciences, Operations Research & Management Social Sciences Transportation

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Pengaruh Brand Ambassador, Brand Awareness, Dan Brand Image Terhadap Minat Masyarakat Dalam Berinvestasi Di Ajaib Febi Ardhani; Rayhan Gunaningrat; R. Taufiq Nur Muftiyanto
Jurnal Manajemen Riset Inovasi Vol. 2 No. 2 (2024): April: Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v2i2.2474

Abstract

The background to this research is that the author wants to know whether people have an interest in investing or not, especially in the Ajaib application. Apart from that, it aims to determine the influence of brand ambassador, brand awareness and brand image on people's interest in investing in Ajaib. The research method used is quantitative, with probability sampling as data collection. The number of respondents was 100 and data analysis used SPSS software. With the research results, brand ambassadors have no influence on investment interest, brand awareness has no influence on investment interest, and brand image has an influence on investment interest.
Pengaruh Pengalaman Pengguna Digital dan Personal Branding terhadap Minat Berwirausaha di E-Commerce pada Generasi Z Febi Ardhani; Indra Hastuti; Khabib Alia Akhmad
Journal of Management and Social Sciences Vol. 3 No. 3 (2024): August : Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar Jl. Sumba no 46, Kota Makassar, Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v3i3.1442

Abstract

This research aims to analyze the influence of digital user experience, personal branding, and trust on Generation Z's interest in e-commerce entrepreneurship. This quantitative study distributed questionnaires to Generation Z respondents who are active in e-commerce in the metropolitan area of Solo. Multiple linear regression analysis was used with a sample size of 100 respondents. The research findings are expected to contribute theoretically and practically to understanding the factors influencing entrepreneurial interest in the digital era, especially among Generation Z. The research concludes that: (1) digital user experience has a positive influence on Generation Z's interest in e-commerce entrepreneurship; (2) personal branding has a positive influence on entrepreneurial interest in e-commerce among Generation Z; (3) digital user experience, personal branding, and trust have a simultaneous influence on entrepreneurial interest in e-commerce among Generation Z.
Co-Authors Indra Hastuti KHABIB ALIA AKHMAD Muftiyanto, Taufiq Nur Rayhan Gunaningrat