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All Journal JAM : Jurnal Aplikasi Manajemen Wacana, Jurnal Sosial dan Humaniora Arthavidya Jurnal Ilmiah Ekonomi Jurnal Bisnis Terapan Jurnal ABDIKU Idea Pengabdian Masyarakat eMBeJi : Manajemen dan Bisnis Jurnal JDEP (Jurnal Dinamika Ekonomi Pembangunan) Asian Journal of Community Services (AJCS) Journal of Finance and Business Digital (JFBD) JURNAL ECONOMINA Asian Journal of Healthcare Analytics Jurnal Manajemen Dan Akuntansi Medan Journal of Business Management and Economic Development Jurnal Pengabdian Sosial Indonesian Journal of Economic & Management Sciences (IJEMS) International Journal of Contemporary Sciences (IJCS) JAS (Jurnal Akuntansi Syariah)
M. Taufiq Noor Rokhman
Universitas Wisnuwardhana Malang
Religion Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Branding Awareness Sebagai Mediasi Pengaruh Pemasaran Digital Terhadap Keputusan Pembelian Generasi Z Kota Malang Apriandana, Rizky Andrianto; Rokhman, M. Taufiq Noor; Kirom, Novita Rifaul
Manajemen & Bisnis Jurnal Vol 11 No 2 (2025): Vol 11 No 2 (2025)
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v11i2.285

Abstract

The purpose of this study was to determine and analyze the direct influence of brand awareness and digital marketing on purchasing decisions, and brand awareness on digital marketing. Furthermore, we analyzed brand awareness as a mediator of the influence of digital marketing on purchasing decisions. The analysis tool used was Smart PLS, with a sample of 106 Generation Z consumers who purchased products from the influencer Aghnia Cosmetic Products. The results showed that digital marketing directly influenced brand awareness and purchasing decisions for Byebadskin skincare products. Brand awareness can mediate the influence of digital marketing on purchasing decisions for Byebadskin skincare products.
Bridging Entrepreneurial and Digital Marketing to Enhance Business Performance: The Mediating Role of Innovation Capability and the Moderating Role of Gender Padmawidjaja, Liestya; Rokhman, M Taufiq Noor; Mitasari, Alodia Rean
Jurnal Aplikasi Manajemen Vol. 23 No. 3 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.3.12

Abstract

The economic expansion of Surabaya is primarily driven by trade, lodging, and food and beverage services. At the same time, the culinary micro, small, and medium enterprises (MSMEs) experience some hardships when it comes to increasing their business performance, such as being unable to obtain formal bank credit because of their ‘unbankable’ status, which makes it hard to estimate profit margins, and declining business performance. The purpose of this study is to investigate how entrepreneurial marketing and digital marketing increase business performance, with innovation capability as a mediator. The study used a quantitative approach, and the sample consisted of 170 culinary MSME (Micro, Small, and Medium Enterprise) owners in Surabaya. Through the application of Structural Equation Modeling (SEM) with the PLS technique, the findings show that both entrepreneurial marketing and digital marketing have a substantial impact on innovation capability and business performance. On the other hand, innovation capability fails to mediate the relationship between entrepreneurial marketing and business performance, while it effectively mediates the influence of digital marketing on the business performance of culinary MSMEs in Surabaya. Moreover, gender does not play a role in the effect of either entrepreneurial marketing or digital marketing on a business's performance. Surabaya's culinary MSMEs need to hone their customer intensity skills by identifying and learning about the customers' tastes, pricing expectations, and even engaging the consumers through feedback sessions on new menus, packaging, or promotional ideas. Moreover, the adoption of more informative digital marketing practices by the MSMEs could facilitate the understanding of the customer's preferences.
The Influence of Brand Awareness & Brand Image on Brand Trust and Customer Loyalty Cahyono, Prasetyo Wimar Eko; Noor Rokhman, M. Taufiq; Rifaul Kirom, Novita
JURNAL ECONOMINA Vol. 5 No. 4 (2026): JURNAL ECONOMINA, April 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i4.1944

Abstract

This study examines the influence of brand awareness and brand image on brand trust and customer loyalty in Ganesha Bospom Workshop in Malang at Ganesha Bengkel Bospom Malang. The research aims to analyze how brand awareness and brand image contribute to building brand trust and how brand trust affects customer loyalty in a local automotive service business. This study employs a quantitative explanatory research design. Data were collected through a structured questionnaire distributed to 74 loyal customers of Ganesha Bengkel Bospom Malang and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that brand awareness and brand image have a positive and significant effect on brand trust. Furthermore, brand trust has a positive and significant effect on customer loyalty and is proven to mediate the relationship between brand awareness and brand image on customer loyalty. These findings suggest that customer loyalty is not solely formed by brand perceptions, but is strongly influenced by the level of trust customers place in the brand. Practically, the findings provide important implications for service-based businesses, particularly in the automotive service industry, to focus on building brand awareness and brand image as a foundation for strengthening customer trust and achieving long-term customer loyalty
Innovation Capability as A Mediator in The Relationship Between Learning Orientation and The Performance of Batik SMEs Rokhman, M. Taufiq Noor; Ratnawati, Ratnawati
Journal of Business Management and Economic Development Том 4 № 01 (2026): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v4i01.2282

Abstract

This study aims to analyze the role of innovation capability as a mediating variable in the effect of learning orientation on MSME performance, developed within a single model and explained by Resource-Based Theory as the main theoretical framework. The population of this study consists of batik MSME actors in the city of Surakarta, Central Java, totaling 459 MSMEs. The sample size was determined using a sample size calculator application through the website raosoft.com, resulting in 210 MSME actors. Furthermore, the sampling technique used was Simple Random Sampling, and the analysis technique employed was Partial Least Squares (PLS). PLS is a structural equation modeling (SEM) approach. The results of the study show that learning orientation has a significant effect on MSME performance and innovation capability. Meanwhile, innovation capability has a significant effect on MSME performance. Innovation capability is also able to mediate the influence of learning orientation on MSME performance. Theoretically, these findings strengthen the knowledge-based view perspective, which emphasizes that learning orientation is a strategic resource capable of improving business performance. Local governments in Central Java need to provide support that is not only in the form of basic training, but also in strengthening the innovation ecosystem through mentoring, access to technology, and facilitating collaboration.
Co-Authors Apriandana, Rizky Andrianto Arifianto, Helmi Nugroho Ayu Agus Tya Ningsih Ayu Agustya Ningsih Bima Wahyu Hermananta Cahyono, Prasetyo Wimar Eko Didied P. - Affandy Eko Yuniarto Fabia Tiala Firmanto, Yuki Fitria, Ana Sichatul Fransisca, Herlinda Hamidah, Rifatul Izzah, Anisatul Kartikasari, Dhian Kristin, Muria Liestya Padmawidjaja Minarsih Minarsih Mitasari, Alodia Rean Mulya Sari Nandang WP Nastiti, Ratna Dwi Novi Trisnawati Novita Rifaul Kirom, Novita Rifaul Nurrokhman Wobowo Prahoro, Alfedro Putut Rahadian, Candra Ratna Wati Ratnawati Ratnawati Ratnawati Ratnawati Ratnawati Ratnawati Ratnawati Ratnawati Rifaul Kirom, Novita ropii, imam S.M. KIPTIYAH - - Setyaningsih, Nunik Sholikhah, Mar’atus Sugiarto S Sulis Rahayu Yayuk Ngesti Rahayu Yusrina Dwiningsih