Jurnal Educatio Amerta

PENGARUH MARKETING KONTEN INFLUENCER TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN PADA GENERASI Z: STUDI KASUS BANDAR LAMPUNG

Tiar Mirnasari — 2026-07-20

This study aims to examine the influence of four dimensions of influencer marketing content attractiveness (X1), expertise (X2), credibility (X3), and trustworthiness (X4) on purchasing interest (Y) in beauty products among Generation Z in Bandar Lampung, both partially and simultaneously. The study used a quantitative approach with a survey design of 368 Generation Z respondents (aged 12–27 years) selected through a purposive sampling technique, with the criteria of having seen influencer marketing content on beauty products on social media. Data were analyzed using multiple linear regression. The research instrument has been tested for validity (Pearson correlation, all items > 0.279) and reliability (Cronbach's Alpha, all variables > 0.6), and was declared valid and reliable. The results showed that attractiveness, credibility, and trustworthiness have a significant effect on purchasing interest, while expertise has no significant effect. Credibility proved to be the variable with the most dominant influence (Beta coefficient 0.438). Simultaneously, the four independent variables explained 45.2% of the variation in purchase intention (Adjusted R² = 0.452), while the remainder was explained by factors outside the model, such as price and product quality. These findings indicate that influencer credibility is a greater determinant of Generation Z purchase intention than mere technical expertise, and offer practical implications for beauty industry players in selecting influencers for digital marketing strategies.

PENGARUH PENERAPAN SISTEM OUTSOURCING TERHADAP JOB INSECURITY DAN TURNOVER INTENTION PADA KARYAWAN OUTSOURCING DI KOTA BANDAR LAMPUNG

Khairul Saleh — 2026-07-26

The implementation of an outsourcing system has become one of the strategies adopted by companies to improve the efficiency of human resource management. However, this employment system often presents various challenges, particularly regarding the emergence of job insecurity and turnover intention among outsourced employees. This study aims to examine the effect of the implementation of the outsourcing system on job insecurity and turnover intention, as well as the effect of job insecurity on turnover intention among outsourced employees in Bandar Lampung City. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 107 outsourced employees in Bandar Lampung City. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The findings indicate that the implementation of the outsourcing system has a positive and significant effect on job insecurity. In addition, the implementation of the outsourcing system also has a positive and significant effect on turnover intention. Furthermore, job insecurity has a positive and significant effect on turnover intention and is identified as the most dominant factor influencing employees' intention to leave the organization. These findings suggest that the characteristics of the outsourcing system, which have not fully provided employment security, contribute to higher levels of perceived job insecurity and employees' intention to leave their jobs. Therefore, companies are encouraged to improve the management of the outsourcing system by ensuring clear employment contracts, effective communication, protection of employees' rights, and opportunities for career development to reduce job insecurity and minimize turnover intention.

PENGARUH ARTIFICIAL INTELLIGENCE READINESS TERHADAP KINERJA DOSEN PROGRAM STUDI SARJANA UNIVERSITAS SANG BUMI RUWA JURAI

Fahrizi — 2026-07-24

This study aims to determine the effect of AI Readiness on lecturers’ performance. The development of Artificial Intelligence (AI) technology in higher education requires lecturers to be prepared to accept, understand, and utilize AI as part of their academic duties and other supporting tasks. This study employed a quantitative approach using an associative research method. Data were collected through questionnaires distributed to lecturers as research respondents and analyzed using simple linear regression, t-test, and coefficient of determination. The results indicate that AI Readiness has a positive and significant effect on lecturers’ performance. This finding demonstrates that the better lecturers’ readiness to use and utilize Artificial Intelligence technology, the better their performance can be. AI Readiness is one of the factors that supports lecturers’ effectiveness and efficiency in carrying out their duties, particularly amid the increasing digitalization of higher education. Therefore, it is necessary to enhance lecturers’ readiness through competency development and the use of AI in an effective, critical, ethical, and responsible manner, including verifying information generated by AI and maintaining academic integrity in the preparation of scholarly works.