https://ejournal.imperiuminstitute.org/index.php/JMSAB/issue/feed 2025-07-25T10:33:48+07:00 Donant Alananto Iskandar editor.jmsab@gmail.com Open Journal Systems <p>Editor-in-chief: Donant A. Iskandar, MBA., M.I.Kom<br><strong>ISSN online: 2655-237X</strong> &nbsp; <a href="http://issn.pdii.lipi.go.id/issn.cgi?daftar&amp;1542844703&amp;1&amp;&amp;2018" target="_blank" rel="noopener">SK ISSN<strong>&nbsp;</strong></a> <br>2 issues per year (June &amp; December)<br>Terakreditasi SINTA 4</p> <p>Jurnal Manajemen Strategi dan Aplikasi Bisnis (JMSAB) addresses the broad area of strategic management and its applications in industry and business. It is particularly receptive to research relevant to the practice of management within the Asian region and its effects beyond. It covers studies on how management work is done (descriptive) and/or should be done (normative) in diverse organizational forms. These include for-profit/non-profit firms, private/public sector institutions, and formal/informal social networks.</p> https://ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/1678 2025-07-05T14:18:10+07:00 Abdul Gofur govhoer@gmail.com Hanuna Shafariah govhoer@gmail.com

<p>This study aims to analyze the influence of celebrity endorsers on brand trust, considering gender as a moderating variable, with a focus on the use of celebrity endorsements for cosmetic products in Indonesia. Based on the Source Credibility Theory, this study employs a quantitative method using Moderated Regression Analysis (MRA) with 115 respondents in Jakarta, who were obtained through a chain referral system technique. The results show that celebrity endorsers significantly increase brand trust, in line with previous findings that support the credibility of endorsers. A crucial finding is the role of gender as a significant moderator, where the influence of celebrity endorsers is more substantial on male consumers than female consumers in the context of women's cosmetic products. Managerial implications suggest that marketers consider gender dynamics in the selection of celebrity endorsers to optimize marketing strategies and campaign effectiveness, even for products traditionally aimed at a particular gender. This study contributes to enriching the marketing literature by providing empirical insights from the Indonesian context regarding the role of gender in moderating the influence of celebrity endorsers.</p>

2025-07-05T14:18:10+07:00 ##submission.copyrightStatement## https://ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/1668 2025-07-25T10:33:48+07:00 Elsa Angela elsaangela090@gmail.com John Nefri johnnefri@gmail.com Vicka Pramudya Putra pramudyavicka@gmail.com

<p><em>This study investigates the impact of leadership style, workplace environment, supervisory support, employee motivation, and individual competencies on staff performance at PT. BTN nurseries. Utilizing a quantitative research design, data were collected through questionnaires distributed to all 30 employees (saturated sampling). The data were then analyzed using statistical methods to explore the relationships between these variables. The results indicate that the combined factors of leadership style, work environment, supervisory support, motivation, and competence have a significant influence on employee performance. Specifically, leadership style was found to have a positive correlation with performance. At the same time, supervisory support appeared to have an inverse relationship with the outcome. Together, these factors account for a considerable portion of the variation in performance among nursery staff. These findings provide valuable insights for organizational management in agricultural contexts, particularly in terms of personnel development and workplace optimization.</em></p>

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