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Komaryatin, Nurul
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Exploring Marketing Knowledge, Entrepreneurial Orientation, and Product Innovation on Marketing Performance of Pastry MSME Komaryatin, Nurul; Arifin, Samsul; Ali, Ali; Huda, Nurul; Roosdhani, Mohamad Rifqy
Jurnal Entrepreneur dan Entrepreneurship Vol. 14 No. 1 (2025): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v14i1.4610

Abstract

The performance of Micro, Small, and Medium-Sized Enterprises (MSMEs) must be enhanced to facilitate their rapid growth and increase their contribution to the economy. A key factor influencing the advancement of MSMEs is their performance. To improve marketing effectiveness, MSMEs must adopt the most suitable marketing strategies for each of their products. Through effective marketing performance, businesses can identify challenges that may affect their competitiveness and long-term sustainability. This study aims to explore the role of product innovation, entrepreneurial orientation, and marketing expertise in enhancing the marketing performance of MSMEs. A purposive sampling method was employed to select 96 active MSMEs in the pastry industry in Bugo Village, Welahan, Jepara Regency. Data analysis was conducted using multiple regression analysis. The results indicate that product innovation, entrepreneurial orientation, and marketing expertise have significant and positive effects on marketing success. The findings suggest that strengthening product innovation, entrepreneurial mindset, and marketing knowledge can further improve marketing performance in MSMEs, particularly in the pastry industry.
Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry Rifqy Roosdhani, M.; Arifin, Samsul; Komaryatin, Nurul; Ali, Ali; Huda, Nurul; Khoiruddin, Muhammad; Loing, Chenly
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 11 (2025): April
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i11.244

Abstract

This study investigates the role of Social Media Marketing Activities (SMMA) in influencing purchase decisions, with purchase intention as a mediating variable and brand image as a moderating variable, focusing on Sweet Mango, a local fashion brand in Jepara, Indonesia. Using a quantitative approach, data were collected from 97 respondents through online surveys and interviews, employing a purposive non-probability sampling method. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results reveal that SMMA significantly enhances purchase intention, which in turn strongly influences purchase decisions. Furthermore, purchase intention mediates the relationship between SMMA and purchase decisions. While brand image does not directly affect purchase intention, it plays a significant moderating role by strengthening the relationship between SMMA and purchase intention. Additionally, SMMA indirectly impacts purchase decisions through its influence on purchase intention. These findings underscore the critical importance of leveraging social media marketing strategies to drive consumer behavior while simultaneously building a strong brand image to maximize effectiveness. The study contributes to the literature by addressing inconsistencies in the relationship between brand image and consumer behavior and offers practical insights for local businesses aiming to optimize their digital marketing efforts. Limitations include the small sample size and focus on a single brand, suggesting opportunities for broader future research.
Entrepreneurial Interest: Social Media dan Self-Efficacy Pada Gen Z Rizqiya, A’azzul Muna Nala; Komaryatin, Nurul
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 3 (2025): Mei-Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i3.2887

Abstract

This study aims to analyze the influence of social media and self-efficacy on entrepreneurial interest in Generation Z students at Unisnu Jepara. The research method used is quantitative with data collection through an online questionnaire based on Google Form. The research sample consisted of 100 Generation Z student respondents selected by purposive sampling method. Data analysis was carried out using Structural Equation Modeling (SEM) through SmartPLS software version 4.0. The results showed that social media and self-efficacy had a positive and significant effect on entrepreneurial interest. Social media contributed 31.3% to entrepreneurial interest, while self-efficacy contributed 29.6%. The findings suggest that social media and self-efficacy are important factors in driving entrepreneurial interest among Generation Z. This study provides theoretical contributions to the entrepreneurship literature. This study provides theoretical contributions to the entrepreneurship literature as well as practical recommendations for educational institutions, government, and industry players in developing social media and self-efficacy strengthening programs for aspiring young entrepreneurs.
Pengaruh Viral Marketing Dan User-Generated Content (UGC) Terhadap Purchase Decision Produk Skincare Pada Gen Z Melalui Brand Awareness Sebagai Variabel Mediasi Putri, Salsabila Najichavida; Komaryatin, Nurul
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 4 (2025): December
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i4.3432

Abstract

Introduction: This study examines the influence of viral marketing and user-generated content (UGC) on the purchase decisions of skincare products among Generation Z, with brand awareness as a mediating variable. Generation Z was chosen as the focus of the study because of their active involvement in social media and their strong influence in the beauty market. Their purchasing behavior is often shaped by digital interactions, making them a relevant target group to understand how marketing strategies affect decision-making.Methods: A quantitative approach was applied using a survey method. The sample consisted of 123 respondents from Generation Z who are active skincare product users. Data collection was conducted through a structured questionnaire designed to measure viral marketing, UGC, brand awareness, and purchase decisions. The data were then analyzed using Structural Equation Modeling (SEM) with Smart PLS 4 software. The analysis included testing the measurement model for validity and reliability as well as evaluating the structural model to test hypotheses and mediation effects.Results: The findings indicate that both viral marketing and UGC have significant positive effects on brand awareness and purchase decisions. Additionally, the results confirm that brand awareness significantly mediates the relationship between viral marketing, UGC, and purchase decisions. These results suggest that the visibility and recognition of a brand play a crucial role in strengthening the impact of digital marketing strategies. Overall, the study emphasizes the importance of content-driven campaigns and strong brand positioning in influencing the skincare purchase decisions of Generation Z consumers. Keywords: Viral Marketing, User Generated Content, Brand Awareness, Purchase Decision, Gen Z.
Meningkatkan Kinerja Pemasaran UMKM Keripik Di Desa Plajan Melalui Orientasi Kewirausahaan, Modal Sosial, Dan Inovasi Produk Lestari, Ayu Dwi; Komaryatin, Nurul
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 3 (2024): SEPTEMBER
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i3.2463

Abstract

The purpose of this study is to explain and prove whether the variables of entrepreneurial orientation, social capital, and product innovation affect the performance of MSME chips in Plazan Village. This research was conducted using quantitative methods. The population in this study is the owners of Micro, Small and Medium Enterprises (MSMEs) in Plajan Village, totaling 235 business owners. The data collection technique uses interviews, questionnaires, and documentation studies. In this study, a sample of 80 respondents. The sampling technique in this study uses the purposive sampling technique. The discussion uses classical assumption tests, multiple linear regression analysis tests, F tests, t tests and determination coefficient tests. The test model used uses the software statistical product and service solutions (SPSS) version 25 program. Based on the test results, it can be seen that entrepreneurial orientation, social capital, and product innovation have a positive and significant effect on marketing performance.
Peran Customer Value Dan Brand Image Dalam Meningkatkan Loyalitas Pelanggan Pada Travel Rimba Raya Melalui Customer Satisfaction Rohmawati, Rikha; Komaryatin, Nurul
Jurnal E-Bis Vol 9 No 2 (2025): Vol.9 No.2 2025
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v9i2.2593

Abstract

Persaingan usaha angkutan bus antar kota semakin ketat, mendorong perusahaan untuk menerapkan strategi efektif dan efisien guna menarik konsumen dan membangun citra positif. Dalam bisnis transportasi, mempertahankan eksistensi memerlukan kesiapan yang matang, terutama karena kualitas pelayanan menjadi faktor utama, mengingat konsumen kini semakin selektif dalam memilih jasa yang digunakan. Penelitian ini bertujuan untuk menganalisis pengaruh customer value dan brand image terhadap customer loyalty pada Travel Rimba Raya, dengan customer satisfaction sebagai variabel mediasi. Jumlah sampel ditentukan berdasarkan rumus hair mendapatkan 129 responden menggunakan teknik non-probability sampling dengan jenis purposive sampling. Sampel yang dianalisis dengan metode SEM menggunakan perangkat Smart-PLS versi 4.0. Hasil bahwa customer value dan brand image berpengaruh signifikan terhadap customer loyalty, tetapi ada satu variabel yang tidak memiliki pengaruh signifikan yaitu custoer satisfaction.
PEMBERDAYAAN SEKOLAH PENGGERAK DALAM PEMBUATAN PAKAN IKAN BERBAHAN BAKU LOKAL DALAM PENUNJANG P5 TEMA KEWIRAUSAHAAN Setyowati, Desti; Komaryatin, Nurul; Widiyono, Aan; Ayuni, Najwa Tri; Hermawan, Ahmad Bagus Bambang Heri
Jurnal Berdaya Mandiri Vol. 6 No. 3 (2024): JURNAL BERDAYA MANDIRI (JBM)
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jbm.v6i3.7013

Abstract

Permasalahan utama pada Komunitas Belajar (Kombel) Al Sasa Gema di SDN Sarirejo 1 adalah rendahnya produktivitas budidaya ikan nila akibat kurangnya pengetahuan dan keterampilan dalam pembuatan pakan berkualitas serta pengelolaan budidaya ikan secara efektif. Tujuan pengabdian ini adalah untuk meningkatkan produktivitas budidaya ikan nila melalui penerapan Teknologi Tepat Guna (TTG) dan pendampingan berkelanjutan, sehingga para guru dan siswa dapat memproduksi pakan ikan berkualitas tinggi dari bahan baku lokal serta mengoptimalkan pengelolaan budidaya ikan nila. Metode pengabdian meliputi perencanaan, sosialisasi, pelatihan pembuatan pellet ikan, penerapan teknologi, pendampingan intensif, dan evaluasi. Kegiatan dimulai sosialisasi dan pelatihan pada guru dan tenaga pendidik tentang budidaya ikan nila dan pembuatan pakan, diikuti dengan penerapan teknologi secara langsung di lapangan, serta pendampingan berkelanjutan untuk memastikan implementasi yang efektif. Hasil yang dicapai menunjukkan peningkatan signifikan dalam pemahaman dan keterampilan para mitra dalam memproduksi pakan ikan nila secara mandiri menggunakan alat TTG-APPIN, yang berdampak peningkatan kapasitas produksi ikan nila di sekolah. Evaluasi program mengungkapkan respon positif dari para mitra, dengan sebagian besar menyatakan bahwa program ini berhasil meningkatkan kemampuan mereka dan mendukung keberlanjutan budidaya ikan nila di lingkungan sekolah. Program berhasil menjadikan SDN Sarirejo 1 sebagai model sekolah percontohan penerapan teknologi tepat guna bidang budidaya perikanan. Kata Kunci: Pakan Ikan Nila, alat TTG-APPIN, Bahan Baku Lokal, Tema Kewirausahaan
FROM LIKES TO RIDES: HOW SOCIAL MEDIA MARKETING ACTIVITIES TRANSFORMS INTO PURCHASE DECISION IN BUS SERVICES Roosdhani, Mohamad Rifqy; Komaryatin, Nurul; Arifin, Samsul; Ali, Ali; Huda, Nurul
JURNAL EKOBIS DEWANTARA Vol 7 No 2 (2024): JURNAL EKOBIS DEWANTARA
Publisher : Program Studi Manajemen Fakultas Ekonomi UST

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/ed_en.v7i2.4205

Abstract

It is now vital to companies to promote via social media in order to remain in operation. Almost all business sectors need to use social media to boost customer trust, brand equity, and market expansion. Social networking has a role in the operation of the transportation industry. There hasn't been much study about social media advertising in the transportation sector throughout the years, particularly when it comes to bus transportation. In an effort to improve purchase decisions via the use of SMMS, this study yielded a novel perspective. It was discovered that the perceived quality and participation factors are required as the mediation variables between SMMS and bought Decisions in order to get the best possible results to enhance buying decisions. Purposive sampling is used in the research to gather and check data from samples of 506 bus passengers at Bejeu Jepara PO in a quantitative manner. An empirical model was evaluated using Smart PLS 4.0 software after data were collected via a questionnaire.
The Interplay of Social Media Marketing Activities, Customer Involvement, and Repurchase Intention in Public Transportation Services Pantjolo Giningroem, Dewi Sri Woelandari; Roosdhani, Mohamad Rifqy; Komaryatin, Nurul; Putra PR, M Rivi
JOURNAL OF ADVANCED STUDIES IN MANAGEMENT Vol. 1 No. 2 (2024): November 2024
Publisher : Magister Manajemen of Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study explores the influence of social media marketing activities on customer engagement and repurchase intentions in the context of PO Bejeu Jepara's bus transportation services. Using quantitative methods, data was collected through in-person interviews and online surveys with 210 respondents. The analysis was conducted using the Structural Equation Modeling (SEM) method with SmartPLS version 4.0 software. The results showed that social media marketing activities have a positive and significant influence on customer engagement, which in turn increases repurchase intentions. However, the direct effect of social media marketing activities on repurchase intentions was found to be negative and insignificant, suggesting partial mediation by customer engagement. These findings underscore the importance of increasing customer engagement through quality social media content to drive brand loyalty and repeat purchases. This research contributes to the literature by highlighting the mediating role of engagement in the relationship between social media marketing activities and repurchase intentions, and provides practical insights for companies to strengthen their marketing strategies on social media.
PENGARUH CITRA DESTINASI, DAYA TARIK WISATA DAN AKSESIBILITAS TERHADAP KEPUASAN PENGUNJUNG OBYEK WISATA PIJAR PARK KUDUS Hanifa, Adinda Dwi; Komaryatin, Nurul
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.13933

Abstract

There are several factors that become the reason for tourists to visit a tourist destination, including destination image, attractiveness and accessibility. The purpose of this study was to determine the effect of destination image, tourist attraction and accessibility on visitor satisfaction at Pijar Park Kudus tourist attraction. This type of research uses a quantitative approach. The population of this study were all visitors who had come to Pijar Park Kudus Tourism. The sampling method uses nonprobability sampling with purposive sampling technique used as a strategy in selecting respondents. Sample measurement using the slovin formula where a sample of 98.5 people was obtained and rounded up to 100 people. The data analysis used in this research is validity test, reliability test, classical assumption test, and hypothesis testing using SPSS version 25. The results showed that destination image has a positive effect on visitor satisfaction at Pijar Park tourist attraction, attractiveness has a positive effect on visitor satisfaction at Pijar Park tourist attraction and accessibility has a positive effect on visitor satisfaction at Pijar Park Kudus Tourism Object. Destination image has the highest influence, so it can be said that destination image is the most dominant variable in influencing visitor satisfaction. Keywords : destination image, tourist attraction, accessibility and visitor satisfaction
Co-Authors Ali Ali Anggraini, Filda Ayuni, Najwa Tri Diana Safitri Hanifa, Adinda Dwi Hermawan, Ahmad Bagus Bambang Heri Hidayat, Yudha Rahmat Joko Minardi, Joko Lestari, Ayu Dwi Loing, Chenly Masrurotun Masrurotun, Masrurotun Mohamad Rifqy Roosdhani Muhammad Khoiruddin Nurul Huda Putra PR, M Rivi Putri, Salsabila Najichavida Rifqy Roosdhani, M. Rizqiya, A’azzul Muna Nala Rohmawati, Rikha Roosdhany, Rifqy Safira, Mutiara Samsul Arifin Setyowati, Desti Widagdo, Jati Widiyono, Aan Woelandari Pantjolo Giningroem, Dewi Sri Zeyn, Akhmad Khanif