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All Journal Telaah Bisnis Jurnal Masyarakat Indonesia Hasil Karya Aisyiyah Untuk Indonesia Management Studies and Business Journal Cakrawangsa Bisnis
Sabardini, Sri Ekanti
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Pengembangan produk dan pemasaran digital untuk usaha kerajinan Blangkon Suratno Sabardini, Sri Ekanti; Amir, Diah Astrini
Hasil Karya 'Aisyiyah untuk Indonesia Vol. 1 No. 2 (2022): April
Publisher : Universitas 'Aisyiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (752.642 KB) | DOI: 10.31101/hayina.2212

Abstract

Kontribusi UMKM di Indonesia memiliki peran yang signifikan. Salah satu provinsi di Indonesia yang UMKM-nya berkembang adalah Provinsi DI Yogyakarta. Dalam kurun waktu lima tahun terakhir, usaha skala mikro secara konsisten mengalami peningkatan. Namun demikian, pandemi Covid-19 berdampak pada hampir seluruh sektor usaha. Selain itu, tuntutan era digital juga semakin menuntut pelaku usaha untuk beradaptasi dengan cepat. Usaha Blangkon Suratno yang terletak di Kabupaten Gunung Kidul, DIY merupakan salah satu usaha mikro yang terdampak pandemi Covid-19 dan diperlukan inovasi agar dapat bertahan dalam kondisi saat ini. Program pendampingan UMKM bagi pelaku usaha mikro menjadi solusi bagi Usaha Blangkon Suratno. Program pendampingan bertujuan untuk membina pelaku UMKM dalam mengatasi permasalahan yang terjadi di masa pandemi, agar tetap bertahan. Kegiatan dilakukan dengan lima tahap yakni 1) identifikasi masalah; 2) coaching pengembangan produk; 3) pembuatan proposal usaha; 4) dokumentasi persiapan pemasaran digital; dan 5) laporan akhir. Hasil pengabdian ini adalah peningkatan pengetahuan bagi pelaku UMKM terkait pemasaran digital, peningkatan usaha UMKM dan ide pengembangan bisnis dari UMKM.
The Influence of Brand Congruity on Brand Evangelism through the Mediation of Brand Trust and Brand Commitment among Generation Z Shopee Users Hari, Abdul Hadi; Sabardini, Sri Ekanti
Telaah Bisnis Vol 26, No 1 (2025): July 2025
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/tb.v26i1.592

Abstract

This study aims to analyse the influence of brand congruity on brand evangelism by examining the mediating roles of brand trust and brand commitment among Generation Z Shopee users. Brand congruity refers to the alignment between a consumer’s self-image and the brand image, which plays a crucial role in shaping high-level consumer engagement in digital marketing contexts. This research adopts a quantitative approach utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis. Data were collected through questionnaires distributed to 145 Generation Z respondents who are active Shopee users. The findings reveal that brand congruity has a direct and significant effect on brand evangelism, as well as an indirect effect through brand trust and brand commitment as partial mediators. The mediation pathways suggest that trust and commitment toward the brand serve as critical psychological mechanisms bridging identity congruence and brand advocacy behavior. These findings underscore the importance for companies to develop brand images that resonate with consumer values and identities, while also strengthening trust and emotional attachment to drive brand evangelism behavior.
Pentingnya Strategi Pemasaran bagi Pelaku UMKM di Wilayah Kabupaten Bantul Provinsi DIY Widyastuti, Niken; Dwiyanto, Bambang Sugeng; Nuralam; Jemadi; Sabardini, Sri Ekanti
Jurnal Masyarakat Indonesia (Jumas) Vol. 4 No. 02 (2025): Jurnal Masyarakat Indonesia (Jumas)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jumas.v4i02.238

Abstract

The purpose of this community service is to provide an understanding of the importance of marketing strategies both offline (conventional) and online. Partners in this community service are MSME actors in Bantul Regency, DIY Province. MSMEs have become a crucial business and have contributed greatly to creating jobs, proven to be able to absorb labor. Therefore, MSME actors need an understanding, insight and marketing strategy skills for the progress of MSMEs. So that later MSME actors in Bantul Regency will be able to improve their ability to determine marketing strategies or add skills to determine marketing strategy steps optimally in the future. The current community service method has been implemented in two ways, namely lecture and training methods. The results of this community service activity can improve the abilities or skills of MSME actors in Bantul Regency. It is hoped that after the community service activity, MSME actors in Bantul Regency will be able to increase sales or increase profits because they have realized the importance of marketing strategies, and can also utilize marketing strategies optimally. The results of the activity stated that the participants were very enthusiastic and paid attention to all series of events, both during the material training and practice.
Pengaruh Brand Ambassador, Citra Merek dan Harga terhadap Keputusan Pembelian Produk Skincare Scarlett pada Masyarakat di Yogyakarta Rejeki, Laura Sri; Sabardini, Sri Ekanti
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol. 4 No. 2 (2023): Oktober
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v4i2.455

Abstract

This research aims to determine the influence of Brand Ambassador, Brand Image and Price on purchasing decisions for Scarlett Whitening brand skincare products. This research is a quantitative research conducted on Scarlett skincare consumers in Yogyakarta who are consumers of Scarlett products, a total of 75 people. Data were analyzed using multiple linear regression tests. Based on the results of data analysis, the results obtained were that Brand Ambassador had a significant positive effect on purchasing decisions with a significance value of 0.016 and a regression coefficient of 0.369. Brand image has a significant positive effect on purchasing decisions with a significance value of 0.021 and a regression coefficient value of 0.328. Price has a significant positive effect on purchasing decisions with a significance value of 0.01 and a regression coefficient value of 0.417. The coefficient of determination value shows that Brand Ambassador, Brand Image and Price have an influence of 72.6% on purchasing decisions.
The Influence of Brand Congruity on Brand Evangelism through the Mediation of Brand Trust and Brand Commitment among Generation Z Shopee Users Hari, Abdul Hadi; Sabardini, Sri Ekanti
Telaah Bisnis Vol. 26 No. 1 (2025): July 2025
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/tb.v26i1.592

Abstract

This study aims to analyse the influence of brand congruity on brand evangelism by examining the mediating roles of brand trust and brand commitment among Generation Z Shopee users. Brand congruity refers to the alignment between a consumer’s self-image and the brand image, which plays a crucial role in shaping high-level consumer engagement in digital marketing contexts. This research adopts a quantitative approach utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM) for data analysis. Data were collected through questionnaires distributed to 145 Generation Z respondents who are active Shopee users. The findings reveal that brand congruity has a direct and significant effect on brand evangelism, as well as an indirect effect through brand trust and brand commitment as partial mediators. The mediation pathways suggest that trust and commitment toward the brand serve as critical psychological mechanisms bridging identity congruence and brand advocacy behavior. These findings underscore the importance for companies to develop brand images that resonate with consumer values and identities, while also strengthening trust and emotional attachment to drive brand evangelism behavior.
The Rise of AI in HR: How Artificial Intelligence is Changing the Way We Work Wijono, Djoko; Sabardini, Sri Ekanti
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 4 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/w6n48070

Abstract

The application of artificial intelligence (AI) in human resources (HR) management is an increasingly rampant trend in the contemporary work environment. This study aims to investigate the role of ethics and fairness in the use of AI systems in HR decision making, as well as their impact on employee satisfaction and well-being. The research method used is a systematic literature review which involves analysis of a number of relevant articles from international databases. The results of the discussion highlight the importance of taking into account ethical and justice aspects in the development, implementation and use of AI in HR, as well as its positive implications for employee satisfaction and well-being. The implications of this research include the importance of paying attention to ethical and justice principles in the use of AI in HR to ensure fair, transparent and accountable decisions, which in turn can increase employee satisfaction and well-being.
Co-Authors Abdul Hadi Hari Amir, Diah Astrini Bambang Sugeng Dwiyanto Djoko Wijono, Djoko Jemadi Niken Widyastuti Nuralam Rejeki, Laura Sri