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Peran Brand Image dalam Memediasi Pengaruh Celebrity Endorser, Product Quality, Social Media Marketing, dan Credibility of Influencer terhadap Purchase Intention
Arif Hadi Prasetyo
; Arif Budiharjo
; Noor Rosyadi
; Anis Setyorini
Jurnal Pemimpin Bisnis Inovatif
Vol 3
, No 1
(2026)
The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents th...
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Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan
Arif Hadi Prasetyo
; Rengga Kusuma Putra
; Nunung Wulan Sari
; Siti Masrokhah
; Ahmad Arif
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Vol 3
, No 6
(2025)
This study aims to analyze the role of emotional response in the relationship between price discounts, store atmosphere, and shopping emotions on impulse buying among Matahari Department Store Pekalongan consumers. This study used a quantitative method with an accidental sampling technique on 100 respondents. Data analysis was conducted through instrument testing, classical assumption testing, hypothesis testing (t-test), path analysis, and the Sobel test. The results showed that price discounts...
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Pengembangan Usaha Produksi Celana Anak UMKM Konveksi EV_Kids Product Desa Ambokulon, Kecamatan Comal, Kabupaten Pemalang
Siti Masrokhah
; Tri Handayani
; Rengga Kusuma Putra
; Nunung Wulan Sari
; Anini Nihayah
; Arif Hadi Prasetyo
; Akhmad Maulana Malik
; Sandya Khaela Nurisma
; Diana Puspitasari
; Fitriana Putri Kurniawati
Jurnal Kemitraan Masyarakat
Vol 2
, No 4
(2025)
In Indonesia, micro, small, and medium enterprises (MSMEs) have long been recognized as a very important business sector due to their various real roles in the economy. However, MSMEs often face many obstacles in running their businesses. More incentive support from various parties, especially the government, is needed for the development of MSMEs. In order to overcome the problems faced by MSMEs and support their sustainability, a KKU (Business Field Study) activity was carried out by Group 15...
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Pengembangan Usaha Produksi Olahan Tempe Di UMKM Keripik Tempe Mak Ribut Desa Loning Kecamatan Petarukan Kabupaten Pemalang
Arif Hadi Prasetyo
; Tri Handayani
; Rengga Kusuma Putra
; Dian Karisma
; Nunung Wulan Sari
; Rofiqoh Abibah
; Dewi Ratna Sari
; Silva Maily Chintya
Nusantara: Jurnal Pengabdian kepada Masyarakat
Vol 5
, No 3
(2025)
Mentoring activities for MSMEs engaged in snacks, namely tempeh chips. Production activities are carried out every day because of the many enthusiasts and consumers who like the products of the Mak Ribut Tempeh Chips MSME. The purpose of this activity is to The purpose of this activity is to provide assistance for business development in MSMEs by identifying problems that exist in MSMEs, and trying to provide alternative solutions. After conducting the observation stage, several problems were fo...
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