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All Journal Jurnal Aplikasi Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Batara Wisnu : Indonesian Journal of Community Services Jurnal Manajemen dan Bisnis Indonesian Research Journal on Education
Nurhayanto, Nurhayanto
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Religion Arts Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Dampak Social Media Influencer terhadap Keputusan Pembelian Produk Lokal di Kalangan Milenial Riatmaja, Dodi Setiawan; Rukhmana, Trisna; Septia, Emil; Ikhlas, Al; Saptyawati, Laksmindra; Nurhayanto, Nurhayanto
Indonesian Research Journal on Education Vol. 5 No. 5 (2025): Irje 2025
Publisher : Fakultas Keguruan dan Ilmu Pendidikan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/irje.v5i5.3404

Abstract

Penelitian ini bertujuan untuk menganalisis dan mengukur dampak yang ditimbulkan oleh Social Media Influencer (SMI) terhadap keputusan pembelian produk lokal di kalangan generasi milenial di Indonesia, dengan meneliti dimensi-dimensi keahlian (expertise), kepercayaan (trustworthiness), daya tarik (attractiveness), dan jumlah pengikut (number of followers). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei online. Sebanyak 400 kuesioner dari responden milenial berusia 20-40 tahun yang aktif di media sosial dan pernah membeli produk lokal dianalisis menggunakan teknik Structural Equation Modeling (SEM) dengan bantuan software Partial Least Squares (PLS). Pengambilan sampel dilakukan secara purposive dan snowball sampling. Hasil penelitian menunjukkan bahwa Social Media Influencer memiliki dampak yang signifikan dan positif terhadap keputusan pembelian produk lokal, dengan nilai koefisien determinasi (R-square) sebesar 0.672. Hal ini berarti keempat dimensi SMI secara bersama-sama menjelaskan 67,2% variasi dalam keputusan pembelian. Dari keempat dimensi tersebut, kepercayaan (trustworthiness) terbukti sebagai faktor yang paling dominan (β = 0,385), diikuti oleh keahlian (β = 0,295), daya tarik (β = 0,225), dan jumlah pengikut (β = 0,150). Disimpulkan bahwa Social Media Influencer, khususnya yang dianggap tepercaya dan ahli, memainkan peran krusial sebagai penggerak utama dalam meningkatkan minat dan keputusan pembelian produk lokal di kalangan milenial. Implikasi penelitian ini menyarankan agar pelaku usaha lokal dan pemasar perlu memprioritaskan kolaborasi dengan influencer yang autentik dan memiliki engagement tinggi, daripada sekadar berfokus pada jumlah pengikut, untuk membangun strategi pemasaran yang efektif.
Peminjaman Digital: Peran Rasionalitas, Pengalaman, Dan Niat Perilaku Dalam Re-Apply P2P Lending Di Yogyakarta Sukmaningrum, Dinda; Riatmaja, Dodi Setiawan; Nurcahyo, Narwanto; Nurhayanto, Nurhayanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 5 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i5.9270

Abstract

This study examines the impact of rationality and experience on users' decision to reapply for a digital peer-to-peer (P2P) loan, with behavioral intention as an intermediary factor, in the context of Yogyakarta, Indonesia. As the popularity of digital lending platforms increases, understanding the behavioral factors behind loan reapplication decisions is crucial. This study uses quantitative methods with Structural Equation Models (SEM), with data collected from active P2P users who have previously reapplied for a loan. Findings show that both rationality and experience significantly affect behavioral intention rates, which in turn affect reapplication behavior. Behavioral intention plays a crucial mediating role, linking cognitive and experiential factors to the decision to reapply for a loan. These results highlight the importance of cognitive evaluation and experiential memory in shaping financial behavior in the digital context, providing insights for financial technology providers, regulators, and educators.
STUDI ATAS KESADARAN KONSUMEN TERHADAP AKTIVITAS CSR Nurhayanto, Nurhayanto; Drajat Armono
Jurnal Aplikasi Bisnis Volume 19 No. 1, Juni 2022
Publisher : Program Sarjana Terapan Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jabis.vol19.iss1.art5

Abstract

Hasil penelitian ini menunjukkan bahwa variabel kesadaran konsumen atas aktivitas CSR merupakan variabel yang penting yang mempu menjelaskan bagaimana citra perusahaan terbentuk melalui evaluasi terhadap aktivitas CSR. Hasil penilitian ini bahwa kesadaran konsumen terhadap CSR secara positif akan dipengaruhi oleh evaluasi aktivitas CSR. Sehingga konsumen yang sadar terhadap CSR akan tertarik untuk membeli produk atau layanan dari perusahaan yang telah terlibat dalam aktivitas CSR. Ini adalah salah satu alasan mengapa beberapa perusahaan telah menerapkan kegiatan CSR.
An Analysis of the Relationship Between Job Satisfaction and Organizational Commitment and Its Effect on Employee Turnover Intention at Universitas Amikom Yogyakarta Eny Ariyanto; Suyatmi, Suyatmi; Nurhayanto, Nurhayanto
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i4.6111

Abstract

This study aims to analyze the relationship between job satisfaction and organizational commitment, as well as their influence on turnover intention among employees at Universitas Amikom Yogyakarta. The study uses a quantitative approach with the survey method, involving 38 respondents selected through simple random sampling. Hypothesis testing uses correlation and linear regression analysis techniques, which are processed with SPSS 22. The results show that job satisfaction has a positive yet weak influence on organizational commitment, with a coefficient determination (R2) of 29.8%. This indicates that job satisfaction explains only a small portion of the variance in organizational commitment. Furthermore, job satisfaction has been found to have a negative but insignificant effect on turnover intention, indicating that the level of employee job satisfaction is not a strong factor in reducing employees’ intention to leave the organization. Similarly, organizational commitment also exhibited a negative but insignificant effect on turnover intention. Simultaneously, the influence of job satisfaction and organizational commitment on turnover intention produced a coefficient of determination (R²) of 0.127, indicating that both variables explain only 12.7% of the variation in turnover intention. These findings indicate the need to consider other, more dominant factors related to employee turnover intention at Universitas Amikom Yogyakarta.
DIGITALISASI MULYA BIRO JASA UNTUK MENINGKATKAN EFEKTIVITAS PEMASARAN DAN KUALITAS PELAYANAN KEPADA MASYARAKAT DALAM PENGURUSAN PERIZINAN DAN LEGALITAS Kurniawan, Hendra; Cahyono, Nuri; Nurhayanto, Nurhayanto; Gustafito, Naufal Nuha; Yuliana , Dwi Eva
Batara Wisnu : Indonesian Journal of Community Services Vol. 5 No. 3 (2025): Batara Wisnu | September - Desember 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/bw.v5i3.461

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy, with a total of 64.2 million units contributing 61.07% to the national Gross Domestic Product (GDP), equivalent to IDR 8,573.89 trillion. However, only about 12% of these MSMEs have effectively adopted digital technologies. Digitalization holds a strategic role in enhancing business competitiveness and efficiency in the era of the Industrial Revolution 4.0 toward Society 5.0, particularly in marketing activities that have shifted from conventional systems to digital-based marketing through e-commerce, social media, and online marketplaces. This Community Service Program (PKM) was conducted to assist a partner, Mulya Biro Jasa, an MSME engaged in administrative and legal documentation services located in Kalasan, Sleman, Yogyakarta. Based on observations, the partner faced challenges in marketing and management facilities that remained conventional, such as the absence of an official website, unregistered business location on Google Maps, and underutilization of social media platforms. Through this PKM activity, the implementation team provided several solutions, including the development of a website, social media development, Google Maps optimization, logo design, business cards, and a neon box sign as a business identity. In addition, the implementing team also installed a 1 TB SSD to provide larger digital data storage capacity and added CCTV to enhance the security of important documents. The program successfully improved the partner’s knowledge and skills in utilizing digital technology to support business development. Based on the questionnaire results, the average pre-test score of 3.09 increased to 3.60 in the post-test, indicating a 16,5% improvement in understanding. Furthermore, this activity provided valuable hands-on experience for students in applying information technology knowledge in real-world business contexts.
Co-Authors Al Ikhlas, Al Ikhlas Drajat Armono Eny Ariyanto Gustafito, Naufal Nuha Hendra Kurniawan Nurcahyo, Narwanto Nuri Cahyono Riatmaja, Dodi Setiawan Rukhmana, Trisna Rusli Badaruddin Saptyawati, Laksmindra Septia, Emil Sukmaningrum, Dinda Suyatmi Suyatmi TAKDIR SAILI Yuliana , Dwi Eva