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Salam Fadillah Alzah
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Jurnal Ekonomi Perusahaan
Published by INSTITUT BISNIS DAN INFORMATIKA KWIK KIAN GIE
ISSN : 08548153     EISSN : 28301560     DOI : 10.46806
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
The JEP (Jurnal Ekonomi Perusahaan) is part of the Kwik Kian Gie School of Business and Information Technology scientific publications. Published by the Business and Entrepreneurship department, this journal aims to disseminate high-quality and respected academic articles concerning business and economic issues. The journal published twice a year (i.e., in March and September) is listed formally with P ISSN 08548153 and E ISSN 28301560. Hopefully, in this journal, high talented authors can publish their research articles, brief communication, review article, feasibility studies, and case studies around the following topics: entrepreneurship, marketing, consumer behavior, finance management, human resources management, business practices, and reviews, strategic management, economics, and accounting practices and theories. The journal pays respectful attention to the authors who come with original ideas or contributions about the field under investigation.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 83 Documents
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Brand ambassador power: Can Twice's endorsement boost Scarlett Whitening's brand value? Natassia, Eilentya
Jurnal Ekonomi Perusahaan Vol. 31 No. 2 (2024): September 2024 - February 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v31i2.1392

Abstract

Brand name plays a crucial role in the sustainability of a business. Business owners continually strive to enhance their brand name to make it more memorable to consumers. Scarlett Whitening is a well-known local skincare brand that utilizes Korean public figures to promote its products to the international market. This study investigates the impact of using a Korean brand ambassador on the brand value of Scarlett Whitening. To achieve this, the author distributed questionnaires to 105 respondents selected through judgmental sampling. The results indicated that the visibility and credibility of Twice girlband had no significant effect on brand value, whereas their attractiveness and power did. This study reveals that brand ambassadors influence brand value due to their attractiveness and power.
The role of micro-influencers in social media marketing: A quantitative study on purchase intent using source credibility theory Dema, Yosef; Mutiarawati, Elisabeth Vita; Billy, Yohanes Langgar
Jurnal Ekonomi Perusahaan Vol. 32 No. 1 (2025): March - August 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v32i1.1424

Abstract

In the ever-evolving realm of digital marketing, this study delves into how micro-influencer credibility—conceptualized through the dimensions of expertise, trustworthiness, and attractiveness—shapes consumer purchase intent on social media platforms. Grounded in Source Credibility Theory, the research employs a quantitative design, gathering responses from 270 social media users via a structured online survey. Employing Structural Equation Modeling (SEM-PLS), the analysis uncovers that while trustworthiness and attractiveness significantly sway consumer behavior, expertise surprisingly falls short of exerting measurable impact. This departure from prior emphasis on knowledge-based persuasion suggests a shifting consumer landscape—where authenticity and visual appeal resonate more than authority. Even more striking is the discovery that variations in age, gender, and social media habits do not meaningfully moderate these relationships. This uniformity underscores a broad psychological consistency in how consumers evaluate influencers. Marketers and practitioners, therefore, are encouraged to recalibrate their strategies, prioritizing emotional resonance and personal branding over technical qualifications.
Product-moment correlation limitations and the appropriateness of confirmatory analysis to verify internal structure of a construct: A critical review Simamora, Bilson
Jurnal Ekonomi Perusahaan Vol. 32 No. 1 (2025): March - August 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v32i1.1536

Abstract

Product-moment correlation is often used to verify the internal structure of a construct. Despite its widespread use among undergraduate and graduate students, and its inclusion in nationally distributed textbooks, the author argues that this technique is fundamentally flawed. This study aims to explain the shortcomings of product-moment correlation. This study found that Confirmatory factor analysis (CFA) is the appropriate technic for that purpose because use only common variance, latent variable score is obtained only from its verified indicators and the researcher can check the ability of each indicator ability to explain its latent variable.

Page 9 of 9 | Total Record : 83

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