Jurnal Manajemen Strategi dan Aplikasi Bisnis

Exploring the differential impact of a male celebrity endorser on brand trust in Scarlett Cosmetics across genders

Abdul Gofur — 2025-07-05

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.

Analisis faktor-faktor yang memengaruhi kinerja karyawan dalam kegiatan pembibitan sawit

Elsa Angela — 2025-07-25

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.

Pemetaan Ilmiah Penelitian Manajemen Rantai Pasok untuk Usaha Mikro Kecil Menengah di ASEAN: Analisis Bibliometrik

Marina Marina — 2025-08-03

This study maps the scientific landscape of Supply Chain Management (SCM) for Small and Medium Enterprises (SMEs) in the ASEAN region through bibliometric analysis and network visualization. Using data from Scopus from 2009 to 2025, we identified 41 relevant papers from 36 different sources, showing an annual growth rate of 14.72% and international collaboration reaching 29.27%. The network visualization analysis revealed four main topic clusters: (1) a focus on SME/MSME digitalization, information technology, and business performance; (2) specific operational, decision, and manufacturing issues; (3) attention to sustainability and system dynamics; and (4) SCM core and economic aspects as a bridge. The most highly cited articles emphasized the crucial role of digitalization and big data analytics capabilities in improving SME SCM performance, particularly in Indonesia. A thematic shift from traditional operational aspects towards topics such as SME digitalization, sustainability, and resilience, with increasing contributions from ASEAN countries such as Indonesia, was also identified. The results of this study provide a comprehensive roadmap for academics, practitioners, and policymakers to understand the dynamics of SME SCM in ASEAN, identify trends, and direct future development efforts.