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All Journal International Journal of Applied Finance and Business Studies ARMADA : Jurnal Penelitian Multidisiplin
Irsal Fauzi
Universitas Ngudi Waluyo, Indonesia
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Exploring The Role of Self-Compassion and Psychological Capital on the Performance of Gunungkidul Batik MSMEs in the Digital Era Ayu Wulan; Agung Novianto Margarena; Irsal Fauzi
ARMADA : Jurnal Penelitian Multidisiplin Vol. 4 No. 4 (2026): ARMADA : Jurnal Penelitian Multidisplin, April 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/armada.v4i4.2003

Abstract

This investigation assesses the consequence of self-compassion on the performance of Batik micro, small, and medium enterprises (MSMEs) in Gunungkidul Regency, with psychological capital serving as an intermediary variable. The findings are intended to facilitate the development of MSME mentoring interventions that integrate both technical and psychological components, particularly to support MSMEs owners in addressing the challenges associated with digitalization. We conducted quantitative research involving 70 batik MSMEs in Gunung Kidul. By using a total sampling technique and online questionnaires, we were able to capture a comprehensive data set. These responses, measured on a Likert scale, were then analyzed through path analysis using SPSS 25 to ensure statistical precision. The study reveals a deep connection between a person's outlook and their career path output. Specifically, self-compassion was found to significantly boost psychological capital (0.619, p=0.000). In turn, this psychological strength translates into better work performance (0.326, p=0.008). Interestingly, while self-compassion directly improves performance (0.381, p=0.002), psychological capital is key and acts as a vital bridge, mediating the relationship between the two with a value of 0.202. By positioning psychological capital as a mediator, this research offers a fresh perspective on MSMEs success, a niche that remains largely unexplored. The takeaway is clear: sustainable performance isn't just built on hard skills. We recommend that policymakers and mentors prioritize the "inner game" of entrepreneurs, fostering psychological strengths and self-compassion as fundamental pillars for business excellence.
Building brand awareness for local skincare brand glad2glow: The role of UGC, testimonials, and audience engagement on tiktok Faturahman Efendi; Irsal Fauzi
International Journal of Applied Finance and Business Studies Vol. 13 No. 4 (2026): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i4.468

Abstract

This study seeks to investigate the impact of User Generated Content (UGC) and testimonials on brand awareness, with engagement serving as a mediating variable, for the skincare company Glad2Glow on TikTok. This study utilizes a quantitative methodology through the implementation of a survey technique. Data were gathered via questionnaires administered to respondents TikTok users and have encountered Glad2Glow’s digital marketing content. Sampling technique was purposive sampling, with the respondent count established according to predetermined study criteria. The investigation utilized Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings demonstrate that testimonials have a significant effect on engagement and brand awareness, with engagement effectively mediating the relationship between testimonials and brand awareness. These findings indicate that genuine, experience-driven testimonials enhance audience engagement and bolster brand awareness. The study reveals that User Generated Content (UGC) does not significantly influence brand awareness, neither directly nor indirectly via engagement as a mediating variable. This suggests that broad or low-credibility user-generated content may inadequately facilitate meaningful connections and is insufficient for establishing robust brand perceptions in consumers' thoughts. The findings offer managerial insights for organizations to develop more effective digital marketing strategies by emphasizing credible testimonial-based material to improve brand awareness on social media platforms.
Green marketing and omnichannel strategies on purchase decisions: The mediating role of disruptive marketing innovation Novita Herawati; Irsal Fauzi
International Journal of Applied Finance and Business Studies Vol. 13 No. 4 (2026): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i4.470

Abstract

This study aims to analyze the effect of green marketing and omnichannel on purchasing decisions with disruptive marketing innovation as a mediating variable in environmentally friendly batik MSMEs. This study uses a quantitative approach with a survey method targeting Zie Batik Semarang consumers who have purchased products online and offline. Primary data were collected through a five-point Likert scale questionnaire and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results show that green marketing does not have a significant effect on purchase decisions. Omnichanel have a significant effect on purchase decision. Green marketing does not have a significant effect on disruptive marketing innovation. Omnichanel have a significant effect on disruptive marketing innovation. Disruptive marketing innovation have a significant effect on purchase decision. Disruptive marketing innovation is unable to mediate the effect of green marketing on purchase decisions. Disruptive marketing innovation is able to mediate the effect of omnichannel on purchase decisions. These findings indicate that the implementation of sustainable marketing strategies integrated with omnichannel systems and adaptive marketing innovations can increase consumer purchasing decisions in environmentally friendly batik SMEs. This study is expected to serve as a reference for SME players in designing relevant marketing strategies in the era of digital disruption.
Co-Authors Agung Novianto Margarena Ayu Wulan Faturahman Efendi Novita Herawati