Judul: Pengaruh Brand Ambassador Terhadap Brand Image Tokopedia (Studi pada Mahasiswa Fakultas Ekonomi dan Manajemen IPB).
Abstrak: Tokopedia.com merupakan perusahaan marketplace Indonesia yang menjual berbagai macam kebutuhan sehari-hari dengan berbagai merek. Tokopedia mengandalkan brand ambassador sebagai penyampai informasi produknya. Tokopedia menggandeng Isyana Sarasvati sebagai brand ambassador untuk mempertahankan eksistensinya dan meningkatkan penjualannya di dunia bisnis online. Tujuan penelitian ini menganalisis pengaruh brand ambassador terhadap brand image Tokopedia secara parsial maupun secara bersama-sama, atribut brand ambassador meliputi daya tarik dan kredibilitas. Pengambilan contoh non probablity sampling dengan metode purposive sampling pada 97 Mahasiswa Fakultas Ekonomi dan Manajemen Institut Pertanian Bogor. Metode analisis yang digunakan adalah analisis deskriptif dan regresi linear berganda yang dilengkapi dilengkapi dengan uji F dan uji t. Hasil penelitian menunjukan atribut brand ambassador berpengaruh nyata terhadap brand image Tokopedia, dengan nilai koefisien determinasi 39.8%, dan sisanya (60.2%) dijelaskan oleh faktor-faktor yang lain yang tidak diteliti.
Keyword: brand ambassador, brand image, daya tarik, kredibilitas, tokopedia

Judul: The Influence of BTS as a Brand Ambassador on Brand Image and Purchase Intention of Comsumers Tokopedia in Indonesia
Abstrak: Mewabahnya virus corona menyebabkan terjadinya perubahan yang cukup signifikan, salah satunya kegiatan belanja. Mengawali tahun 2021, Tokopedia menggandeng boysgroup Korea, Bangtan Sonyeondan (BTS) sebagai brand ambassadornya. Tokopedia merupakan perusahaan e-commerce yang terus melakukan pengembangan strategi marketing untuk mendongkrak loyalitas dan minat beli konsumennya. Tujuan dilakukan penelitian ini ialah untuk mengidentifikasi karakteristik konsumen pengguna platform Tokopedia, menganalisis pengaruh brand ambassador terhadap brand image, menganalisis pengaruh brand ambassador terhadap minat beli konsumen, serta menganalisis pengaruh brand image terhadap minat beli konsumen. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara variabel brand ambassador terhadap brand image serta variabel brand image terhadap minat beli konsumen, sedangkan antara variabel brand ambassador terhadap minat beli konsumen tidak memiliki pengaruh., The outbreak of the corona virus has caused significant changes, one of which is shopping activities. Starting 2021, Tokopedia collaborates with the Korean boy group, BTS as its brand ambassador. Tokopedia is an e-commerce company that continues to develop marketing strategies to boost consumer loyalty and buying interest. The purpose of this research is to identify consumer characteristics of users of the Tokopedia platform, analyze the influence of brand ambassadors on brand image, analyze the influence of brand ambassadors on consumer purchase intention, and analyze the influence of brand image on consumer purchase intention. The data analysis method used is descriptive analysis and SEM-PLS analysis. The results showed that there was an influence between brand ambassador variables on brand image and brand image variables on consumer purchase intention, while between brand ambassador variables on consumer purchase intention had no effect.
Keyword: Brand ambassador, Brand image, BTS, Purchase intention, Tokopedia

Judul: Pemurnian dan karakterisasi protein inhibitor RNA helikase virus hepatitis C
Abstrak: Hepatitis C virus (HCV) infection is the second most common chronic viral infection in the world with global prevalence. This infection is contribution to chronic hepatitis and liver cirrhosis, often leading to hepatocellular carcinoma. There is no effective drug and vaccine available against HCV. The current standard treatment, a combination of pegylated interferon-α with ribavirin, is limited by its suboptimal response rate in a significant patient population, side effects, and affordability. Therefore, development of effective drug is needed. One approach to find out the candidate of antiviral drug is to discover the inhibitor of enzyme that essential for virus replication, such as RNA helicase. Streptomyces chartreusis 5-095 produce the inhibitor of HCV RNA helicase. The aim of this study was to purify the protein inhibitor which has inhibition activity against ATPase activity of RNA helicase HCV from S. chartreusis 5-095. The supernatant of culture S. chartreusis 5-095 exhibited high inhibiton activity against ATPase activity of RNA helicase HCV (approximately 72%) at 10 days of incubation. The extracellular protein inhibitor was partially purified by procedures of precipitation with ammonium sulfate to 65% saturation and gel filtration (Sephadex G50) using methanol water solution (4:6) as an eluen. The purity of protein inhibitor was monitored by SDS PAGE. The protein inhibitor showed a relative molecular mass were estimated to be 14 kDa and increased the purity 23,08 fold than those of the crude protein. The specific activity and IC50 after purification were 13,1338 U/mg and 0,0767 mg/mL, respectively. The activity of purified protein inhibitor showed its stability over pH range from 5-8 and optimum at pH 7,4. The inhibition activity showed its stability up to 70% at temperature 100 oC. The purified protein inhibitor relatively stable its activity at storage in the range of -20 oC to room temperature for 35 days.
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