Enrichment: Journal of Multidisciplinary Research and Development

The Effect of Influencer Credibility and Celebrity Endorsements on Purchase Intention, with E-Trust as a Mediating Variable

2026-04-07T08:55:45+00:00

The rapid growth of digital marketing has transformed the way consumers interact with brands, particularly through the use of influencers and celebrity endorsements. However, the effectiveness of these strategies largely depends on the level of trust consumers develop in digital environments (e-trust). This study aims to analyze the effect of influencer credibility and celebrity endorsement on purchase intention, with e-trust as a mediating variable. This research adopted a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a structured questionnaire using a Likert scale and analyzed to examine both direct and indirect relationships among variables. The results indicate that influencer credibility and celebrity endorsement have a positive and significant effect on e-trust. Furthermore, both variables also significantly influence purchase intention. E-trust is proven to have a positive effect on purchase intention and partially mediates the relationship between influencer credibility and celebrity endorsement with purchase intention. The structural model demonstrates strong predictive power and reliability. In conclusion, the effectiveness of influencer and celebrity-based marketing strategies is significantly enhanced when they are able to build consumer trust. Therefore, companies should prioritize selecting credible influencers and trustworthy endorsers to strengthen e-trust and increase consumer purchase intention

A Literature Review on Tourism Communication in the Tourism Village of Penglipuran: A Perspective on Artificial Intelligence-Based Immersive Storytelling

2026-04-08T04:53:42+00:00

This research aims to analyze the development of tourism communication concepts based on immersive storytelling in the preservation of cultural identity in Penglipuran Tourism Village, Bali. The approach used in this research is qualitative, employing a literature review method. Data were collected from various relevant scientific literature, books, and journal articles, then analyzed using content analysis and thematic analysis techniques through a process of theoretical synthesis. The results show that the transformation of tourism communication has shifted from an informative model toward a narrative and experiential communication model grounded in digital technology. AI-based immersive storytelling enables tourists to experience cultural narratives in a more in-depth, interactive, and contextual manner without directly disturbing sacred cultural practices. This technology also has the potential to reduce the pressure of mass tourism through educational virtual experiences. However, risks remain, including cultural simplification, algorithmic bias, and the dominance of market logic, which may erode the authentic meaning of local culture. This study concludes that AI-based immersive storytelling holds significant potential for preserving cultural identity when developed in an ethical and participatory manner, grounded in kearifan lokal (local wisdom). The implications of this study underscore the importance of a digital ethics-based tourism communication model that positions local communities as the primary agents in the production of cultural narratives, in order to sustain cultural continuity and sovereignty in the digital era

Analysis of the Implementation of the Hospital Occupational Safety and Health Management System (SMK3RS) in East Java (A Case Study of Regional General Hospitals)

2026-04-07T09:12:05+00:00

Hospitals are high-risk workplaces that require a comprehensive Occupational Safety and Health Management System (SMK3RS) to protect healthcare workers, patients, visitors, and the hospital environment. This study aims to analyze the implementation of SMK3RS at Karsa Husada Regional General Hospital, Batu City, East Java, with a focus on hazard identification, risk assessment, and risk control in three priority units: CSSD and Laundry, Hospital Facilities and Infrastructure Management Unit (IPSRS), and the Laboratory and Blood Bank Unit (BDRS). This research employed a case study approach involving 70 workers, with 60 respondents selected through stratified random sampling using the Slovin formula. Data were collected through questionnaires, in-depth interviews, focus group discussions, and document analysis. Instrument reliability was tested using Cronbach’s Alpha (? > 0.70). Hazard and risk analysis were conducted using Job Safety Analysis (JSA), Hazard Identification, Risk Assessment, and Risk Control (HIRARC), and Failure Mode and Effect Analysis (FMEA). The results showed that the Laboratory and BDRS unit had the highest risk exposure, with two activities categorized as extreme risk, while the IPSRS unit had one extreme-risk activity related to working at heights without adequate PPE. Eight failure modes were identified as priority hazards requiring immediate control. Recommended corrective actions were formulated based on the Hierarchy of Controls, including elimination, substitution, engineering controls, administrative controls, and PPE compliance. In conclusion, the implementation of SMK3RS at the hospital still requires strengthening, particularly in high-risk units, to improve occupational safety performance and compliance with Minister of Health Regulation No. 66 of 2016.

Optimizing Financial Management to Improve the Financial Performance of the West Papua Provincial Government

2026-04-15T02:22:20+00:00

This study aims to analyze the optimization of financial management to improve the financial performance of the West Papua Provincial Government by examining the influence of human resource competency, accountability, and organizational commitment, with supervision quality as a mediating variable. The research employed a quantitative approach with a sample of 212 employees from five Regional Apparatus Organizations, selected using proportional stratified random sampling. Data were collected through a questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS software. The results show that human resource competency, accountability, and organizational commitment have a positive and significant effect on supervision quality. Furthermore, these three variables also directly and positively influence regional financial management performance in a statistically significant manner. Supervision quality was also found to have a positive and significant effect on financial management performance. In addition, supervision quality partially mediates the relationship between each independent variable and regional financial management performance. These findings confirm that improving human resource competency, accountability, and organizational commitment, supported by strong supervision quality, can enhance regional financial management performance. The study implies that local governments should invest in capacity building, enforce accountability mechanisms, and strengthen internal supervision systems

Communicative Language Teaching in The 21ST Century: A Systematic Literature Review of Trends, Challenges, and Pedagogical Innovations

2026-04-07T09:03:20+00:00

This systematic literature review (SLR) examines Communicative Language Teaching (CLT) practices in English as a Foreign Language (EFL) and English for Specific Purposes (ESP) contexts, focusing on research from 2015 to 2025. The review investigates how CLT contributes to learners’ speaking competence, motivation, and intercultural communicative competence (ICC), as well as the professional development of educators. It also addresses structural constraints in implementation and innovations in digital pedagogy. The methodology followed PRISMA 2020 guidelines, using Scopus, Web of Science, and Google Scholar to identify 68 eligible peer-reviewed articles. Studies were analyzed thematically and appraised with Critical Appraisal Skills Programme (CASP) checklists to ensure rigor and relevance. The findings reveal that CLT enhances learner fluency, confidence, and engagement when implemented through interaction-rich activities such as role-plays, group discussions, and peer feedback. Integrating psychological frameworks like self-efficacy theory and Achievement Goal Theory (AGT) demonstrates that CLT fosters higher motivation and more positive attitudes in learners. Additionally, incorporating ICC frameworks has enriched CLT in multicultural classrooms by promoting empathy, reflection, and adaptability. However, the review also identifies persistent barriers to CLT adoption, including exam-driven education systems, cultural misalignments, and limited teacher training. Emerging evidence supports the efficacy of online and blended CLT models that utilize microlearning, mobile technologies, and peer assessment strategies. Teacher beliefs, teacher identity, and collaborative professional development are shown to be critical factors in shaping CLT practices. In conclusion, this review underscores CLT’s adaptability and potential in diverse linguistic and technological environments, advocating for greater institutional support.