The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention

Creating Value by Enhancing Innovative Capability: the Role of Absorptive Capacity and Institutional Framework

Innovations as a source of economic wellbeing and social prosperity has been well researched, albeit primarily done in the context of developed economies. However, of late, interest in the effect of innovation on economic performance and quality of life has been renewed as the world observes the rise of emerging economies, and at the same time, the prolonged recession in the more developed economies (i.e. North America and European countries). There has been a marked increase in the quantity and quality of research and development, spawn by innovative companies from emerging economies that are making their mark in global marketplace. These phenomena challenge the traditional concept that innovation flows from the resource rich developed countries to less developed countries, and that the latter are at a disadvantage in terms of knowledge, technology and competitiveness. Existing studies on national innovation highlight the relationships between innovative capability and its outcomes; however, few have tried to explain the determinants of a nation’s innovative capabilities. Using a sample of 95 countries and panel data analysis covering 28 years of observation, this study attempts to model the determinants of innovative capability at national level, and focuses on absorptive capacity and institutional framework as the main determinants of innovative capability. Further, this study identifies different aspects of absorptive capacity: creation and exploitation of innovation. Findings offer support on the importance of various sources of external knowledge in the creation of innovation, with FDI inflow and High Technology Export as the strongest sources. Corruption as institutional factor has negative effect on innovative capability, whereas openness shows no effect. National absorptive capacity moderates the effect of external knowledge on innovative capability, except on FDI outflow in which a negative effect on trademark application as a measure of innovative capability. The findings suggest that innovative capability and moderating role of absorptive capacity enhance economic wellbeing. Findings show that economic wellbeing increases happiness and income inequality (as the measures of quality of life); same thing as innovative capability, which also increases both happiness and income inequality. This study demonstrates that for happiness, higher education and better infrastructure (as the measure of foundational absorptive capacity) decrease the level of happiness. Higher education and ease access to information may increase expectation, which lead to unhappiness when the expectation is not met. For income inequality, negative effect of the moderating role of absorptive capacity means that higher education and better infrastructure contribute to lowering income inequality. Based on these findings, a nation should continue to attract FDI and trade in high technology because these sources of knowledge contribute to innovative capability. Policy makers can develop country positioning and country’s marketing activities by using the combination of the improvement of national factors and policy reforms. The upgrading of national factors helps to achieve higher economic wellbeing and quality of life in general

Determinants of Digital Innovation in Micro and Small Industries

Micro and small industries (MSIs) must utilize digital technology if they hope to meet obstacles and endure in a market that is always evolving owing to technological advancements. This study aims to examine the capacity of business factors, marketing factors, constraint factors, credit factors, entrepreneur factors, and firm factors as determinants of digital innovation proxied by internet adoption and internet usage levels (for communication and information, for promotion, for buying and selling, and for fintech). This study uses a sample size of 90,295 MSIs and secondary data from the MSIs survey in 2019. As analytical tools, logit and ordinary least square (OLS) were employed. The findings demonstrate that business factors, marketing factors, constraint factors, credit factors, entrepreneur factors, and MSIs’ firm factors are substantial and continuously affect digital innovation, and primarily its influence is as a motivator. These results will hopefully offer insights for the government as consideration regarding policies on how to encourage MSIs’ digital innovation, and for MSIs themselves as references when they are about to make digital innovation decisions

Penerapan Hidroponik Vertikal sebagai Upaya Optimalisasi Lahan Padat Penduduk dengan Menciptakan Ruang Hijau di Kelurahan Setabelan, Surakarta

Dewasa ini, bercocok tanam merupakan kegiatan yang sudah awam dilakukan masyarakat untuk memenuhi kebutuhan hidup. Hidroponik merupakan metode tanam yang memanfaatkan air sebagai media tanam pengganti tanah. Pemanfaatan air dimaksimalkan dengan penambahan nutrisi untuk memperkaya kandungan zat hara pada media tanam. Metode hidroponik memiliki kelebihan tidak memerlukan lahan yang luas karena bisa diletakkan di berbagai area dan mudah dipindah tempat menyesuaikan ketersediaan lahan. Hal tersebut cocok dengan kondisi lingkungan Kelurahan Setabelan yang berada di wilayah kota dengan lahan padat penduduk sehingga lahan tanam yang tersedia sangat terbatas. Program Penerapan Hidroponik Vertikal sebagai Upaya Optimalisasi Lahan Padat Penduduk dengan Menciptakan Ruang Hijau di Kelurahan Setabelan dilaksanakan sebagai salah satu upaya pelestarian lingkungan hidup dan sarana untuk menciptakan ladang usaha baru bagi masyarakat. Selain sebagai konsumsi pribadi, hasil produksi hidroponik juga dapat dikomersialisasikan. Jenis sistem hidroponik yang digunakan adalah sistem NFT yang menggunakan kain flanel sebagai medium transfer nutrisi ke tanaman. Peserta dari KWT Jogobayan dan Karang Taruna Pringgading sangat antusias mengikuti penyuluhan karena telah diberi wadah bagi masyarakat untuk belajar mengenai metode bertanam hidroponik.