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All Journal CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL)
Raja, Posma Lumban
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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INFLUENCE OF CELEBRITY ENDORSER AND BRAND IMAGE ON PURCHASE DECISION OF ERIGO PRODUCTS: (Study on Erigo consumers in Medan City) Tarigan, Altair Nikolas; Raja, Posma Lumban
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 2 No. 1 (2022): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v2i1.415

Abstract

This research aims to determine how the effect of celebrity endorser on purchasing decisions, how the effect of brand image on purchasing decisions, as well as the effect of Celebrity endorser and brand image on the purchasing decisions of Erigo consumers in Medan City. This research uses a quantitative type of research with an associative approach. Sampling using purposive sampling technique using 100 respondents as a research sample. Primary Data in this study were obtained from distributing questionnaires through google form, and secondary data were obtained through library studies. The analysis method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis test. The results showed that Celebrity endorser and brand images have a positive and significant effect on purchasing decisions. Based on the results of the determination test, the results were obtained that the value of the correlation coefficient (R2) was 0.890 (89%), where the value of this correlation coefficient showed that the relationship between celebrity endorsers and brand image to purchasing decisions was quite strong. The value of R Square or the value of the coefficient of determination shows that the purchase decision variable of 79.1% can be explained by the Celebrity endorser and brand image variables, while the remaining 20.9% is influenced by other variables beyond this study.
THE INFLUENCE OF LEADERSHIP STYLE AND ORGANIZATION CULTURE ON EMPLOYEE PERFORMANCE AT PT. SURI TANI PEMUKA, SIMALUNGUN REGENCY Widya, Elda Triana; Raja, Posma Lumban; Marpaung, Nicholas
CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Vol. 2 No. 1 (2022): OCTOBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/cashflow.v2i1.430

Abstract

This study aims to analyze the influence of leadership style and organizational culture on the performance of PT. Suri Tani Pemuka Simalungun Regency. This research uses associative research methods with a quantitative approach. The study population consisted of 752 people, and 88 people were taken as a sample by using purposive sampling techniques. In this study, the data used was primary data obtained from the distribution of questionnaires through Google Form, and secondary data obtained through books, journals, and articles related to this study. The data analysis methods used are validity test, reliability, classical assumption test, multiple linear analysis test, simultaneous test, and determination coefficient test. The findings revealed that leadership style partially has a significant effect on the performance of PT. Suri Tani Pemuka of Simalungun Regency. Meanwhile, organizational culture does not affect the performance of PT. Suri Tani Pemuka of Simalungun Regency. Simultaneously, leadership style and organizational culture have a significant effect on the performance of PT. Suri Tani Pemuka Simalungun Regency 92.7%, while 7.3% was influenced by other factors beyond the study.
Co-Authors Marpaung, Nicholas Tarigan, Altair Nikolas Widya, Elda Triana