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All Journal Jurnal Administrasi Bisnis JDM (Jurnal Dinamika Manajemen) Journal of Indonesian Tourism and Development Studies Jurnal Penelitian Ekonomi dan Bisnis Jurnal Manajemen Dayasaing Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Benefit: Jurnal Manajemen dan Bisnis JSSH (Jurnal Sains Sosial dan Humaniora) Indonesian Journal of Sustainability Accounting and Management Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ekonomi & Keuangan Islam International Journal of Applied Sciences in Tourism and Events PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Litbang Sukowati : Media Penelitian dan Pengembangan JURNAL LENTERA BISNIS Jurnal Manajemen Dirgantara Ilomata International Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Economics and Digital Business Review Ilomata International Journal of Management Journal of Management and Entrepreneurship Research Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Asian Management and Business Review Jurnal Bina Bangsa Ekonomika Abdi Psikonomi Proceeding ISETH (International Summit on Science, Technology, and Humanity) JAPI: Jurnal Akses Pengabdian Indonesia Urecol Journal. Part B: Economics and Business Prosiding University Research Colloquium Jurnal Pengabdian Masyarakat Medika Indonesian Journal of Sustainability Accounting and Management IIJSE Jurnal Pengabdian Kepada Masyarakat Radisi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Business Innovation and Research Journal of Community Services and Engagement: Voice of Community (VOC) Jurnal Kebijakan Pembangunan Daerah (JKPD) Journal of Ekonomics, Finance, and Management Studies Ecoducation Benefit: Jurnal Manajemen dan Bisnis
Aflit Nuryulia Praswati
Universitas Muhammadiyah Surakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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The Role of Brand Awareness as A Mediator in the Relationship Between Entertainment and eWOM on Brand Loyalty: An Analysis of Social Media Marketing Content. Prasetyo, Anton; Praswati, Aflit Nuryulia
Ilomata International Journal of Management Vol. 6 No. 2 (2025): April 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i2.1450

Abstract

This study examines the influence of social media marketing activities, specifically entertainment and eWOM (electronic word-of-mouth), on brand loyalty, with brand awareness as a mediating factor. The main objective of this study is to explore how entertainment and eWOM influence brand loyalty through brand awareness in the context of fashion product marketing on TikTok social media. This study used a quantitative method with purposive sampling, involving 120 respondents who were surveyed through questionnaires. Results show that entertainment and eWOM significantly increase brand awareness, which in turn has a positive impact on brand loyalty. In addition, brand awareness fully mediates the relationship between entertainment and eWOM regarding brand loyalty. Entertainment on TikTok can create an emotional attachment with consumers, while eWOM serves as organic marketing that influences consumer decisions. Therefore, to increase brand loyalty, brands should create entertaining content and encourage consumers to share their positive experiences through eWOM. In conclusion, brand awareness plays an important role in building brand loyalty, and engaging content marketing and strong social interaction can increase brand awareness and consumer loyalty on social media platforms such as TikTok.
Penguatan Kapasitas Pemasaran Online dan Green Marketing bagi UMKM Batik Jarum Klaten Aysa Nur Cahyani; Aflit Nuryulia Praswati; Sabarwo, Syakila Eka Putrisari
Abdi Psikonomi Vol 5, No 2 (2024): Oktober 2024
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/psikonomi.v5i2.6466

Abstract

Penelitian ini berfokus pada kegiatan pengabdian masyarakat yang dilakukan untuk memberdayakan desa melalui program batik ecoprint. Analisis situasi menunjukkan bahwa desa target memiliki potensi alam yang belum dimanfaatkan secara optimal dan kebutuhan ekonomi yang mendesak. Permasalahan utama meliputi kurangnya keterampilan masyarakat dalam memanfaatkan sumber daya alam dan terbatasnya akses pasar untuk produk lokal. Metode yang digunakan dalam program ini mencakup pelatihan keterampilan pembuatan batik ecoprint dengan memanfaatkan dedaunan lokal sebagai bahan pewarna alami, serta pengembangan strategi pemasaran untuk memperluas jangkauan pasar. Selain itu, dilakukan pendampingan dalam pengelolaan usaha dan penyuluhan mengenai pentingnya praktik ramah lingkungan. Hasil dari kegiatan ini menunjukkan peningkatan keterampilan masyarakat dalam memproduksi batik ecoprint serta kesadaran mereka mengenai keberlanjutan lingkungan. Produk batik ecoprint berhasil dipasarkan ke pasar yang lebih luas, memberikan dampak positif terhadap pendapatan desa. Pembahasan mencakup analisis dampak ekonomi dan sosial dari program ini, serta rekomendasi untuk pengembangan lebih lanjut. Keseluruhan program telah menunjukkan potensi besar dalam pemberdayaan masyarakat desa dengan memadukan keahlian tradisional dan praktik ramah lingkungan
The Role of Brand Awareness as A Mediator in the Relationship Between Entertainment and eWOM on Brand Loyalty: An Analysis of Social Media Marketing Content. Prasetyo, Anton; Praswati, Aflit Nuryulia
Ilomata International Journal of Management Vol. 6 No. 2 (2025): April 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i2.1450

Abstract

This study examines the influence of social media marketing activities, specifically entertainment and eWOM (electronic word-of-mouth), on brand loyalty, with brand awareness as a mediating factor. The main objective of this study is to explore how entertainment and eWOM influence brand loyalty through brand awareness in the context of fashion product marketing on TikTok social media. This study used a quantitative method with purposive sampling, involving 120 respondents who were surveyed through questionnaires. Results show that entertainment and eWOM significantly increase brand awareness, which in turn has a positive impact on brand loyalty. In addition, brand awareness fully mediates the relationship between entertainment and eWOM regarding brand loyalty. Entertainment on TikTok can create an emotional attachment with consumers, while eWOM serves as organic marketing that influences consumer decisions. Therefore, to increase brand loyalty, brands should create entertaining content and encourage consumers to share their positive experiences through eWOM. In conclusion, brand awareness plays an important role in building brand loyalty, and engaging content marketing and strong social interaction can increase brand awareness and consumer loyalty on social media platforms such as TikTok.
Collaborative marketing innovation: How to energize social capital to enhance MSME’s performance? Muna, Nalal; Sukresna, I Made; Praswati, Aflit Nuryulia
Asian Management and Business Review Volume 4 Issue 2, 2024
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol4.iss2.art3

Abstract

An entrepreneurial network is one of the most prominent strategic resources for business. Even though micro, small, and medium-sized enterprises (MSMEs) face several challenges arising from their liability of smallness, they can leverage the advantages of having strong network ties. This study aims to examine how social capital derived from entrepreneurial networks (both formal and informal) can encourage collaborative marketing innovation and speed-to-market to enhance marketing performance. A total of 161 MSME owners from various industries participated in a field survey that was conducted using self-administered questionnaires. Data is analyzed using Structural Equation Modelling with AMOS software. The Resource Advantage Theory of Competition (RAToC) emphasizes the dynamic nature of competition in provoking disequilibrium through collaboration with other organizations. The result shows that collaboration helps companies in integrating resources in the marketing innovation process such as obtaining input for product development and supporting product promotion. The study also indicates that collaborative marketing innovation has become the most salient variable that accelerates time-to-market and enhances MSME performance.
The Influence of Celebrity Endorsers and Perceived Quality on Intention to Purchase Local Beauty Products: Mediation Analysis of Brand Loyalty and Moderation of Negative Publicity Fera, Anisa; Praswati, Aflit Nuryulia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6406

Abstract

This research examines the influence of celebrity endorsers and perceived quality on the purchase intention of local beauty products, with brand loyalty as a mediator and negative publicity as a moderator. Using a quantitative approach with the Structural Equation Modeling-Partial Least Square (SEM-PLS) method, data from 180 respondents were analyzed. Convenience sampling, while practical, may limit generalizability due to potential bias. Future studies should consider more diverse sampling techniques. Findings indicate that celebrity endorsers significantly impact purchase intention and brand loyalty, with brand loyalty further enhancing purchase intention. Perceived quality indirectly influences purchase intention through brand loyalty. However, negative publicity does not significantly moderate the relationship between celebrity endorsers and purchase intention. This unexpected result suggests further exploration of the nature of negative publicity and potential moderating factors like product type or celebrity image. This study highlights brand loyalty’s critical role in purchasing behavior and offers insights for marketers on leveraging celebrity endorsers effectively. The findings contribute to marketing literature by reinforcing the strategic importance of brand loyalty and endorsement strategies. Future research should explore additional theoretical perspectives to strengthen understanding in consumer behavior and marketing.
The Effect of Brand Authenticity on Brand Love, Brand Attitude, and Brand Trust in Uniqlo Product Consumers Biruwintari, Nuravira; Praswati, Aflit Nuryulia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6453

Abstract

This study investigates the impact of brand genuineness on brand fondness, brand discernment, and brand reliability among Uniqlo patrons. The research examines how brand genuineness influences these factors and whether brand discernment and reliability mediate this relationship. Additionally, it considers potential moderating variables such as demographics and purchase frequency. Utilizing a descriptive quantitative approach, data were collected through an online questionnaire from 224 respondents and analyzed using PLS-SEM. This method was chosen to provide a robust statistical examination of consumer perceptions and interactions with the brand. The findings reveal that brand genuineness significantly influences brand discernment, reliability, and fondness. Moreover, brand reliability demonstrates a stronger mediation effect on brand fondness compared to brand discernment. These results highlight the critical role of authenticity in consumer-brand relationships. This study contributes to marketing literature by reinforcing the importance of brand genuineness in building consumer trust and loyalty. It also offers practical insights for brand strategists aiming to enhance authenticity and foster deeper emotional connections with consumers. The findings underscore that brand genuineness is essential in cultivating consumer allegiance and confidence in the Uniqlo brand.
EDUKASI PENGELOLAAN LIMBAH RUMAH SAKIT UMUM DARMAYU MADIUN Ichsan, Burhannudin; Prakoeswa, Flora Ramona Sigit; Binuko, Raafika Studiviani Dwi; Praswati, Aflit Nuryulia
Jurnal Pengabdian Masyarakat Medika Vol 5. No. 1, Maret 2025
Publisher : Universitas Muhamamdiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/jpmmedika.v5i1.8480

Abstract

ABSTRAK Pengelolaan limbah medis yang tidak tepat dapat menimbulkan dampak negatif bagi kesehatan dan lingkungan. Oleh karena itu, penting bagi rumah sakit untuk memahami dan menerapkan tata kelola limbah medis yang baik. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan pemahaman staf RSU Dharmayu Madiun terkait tata kelola limbah medis. Penyuluhan difokuskan pada penanganan limbah medis yang tepat, termasuk pemisahan limbah, penggunaan tempat penyimpanan sementara yang aman, serta pengangkutan limbah sesuai protokol keamanan. Hasil evaluasi menunjukkan peningkatan yang signifikan dalam pengetahuan staf, sebagaimana terlihat dari perbandingan hasil pre-test dan post-test. Peningkatan ini mengindikasikan bahwa penyuluhan efektif dalam memberikan pemahaman yang lebih mendalam tentang dampak dan penanganan limbah medis. Untuk pengabdian selanjutnya, disarankan adanya simulasi praktik langsung dan monitoring implementasi untuk menjaga keberlanjutan tata kelola limbah medis yang baik di rumah sakit.   ABSTRACT Improper medical waste management can have negative impacts on health and the environment. Therefore, it is essential for hospitals to understand and implement effective medical waste management practices. This community service activity aimed to enhance the understanding of the staff at RSU Dharmayu Madiun regarding proper medical waste management. The training focused on the correct handling of medical waste, including waste segregation, the use of safe temporary storage facilities, and the transportation of medical waste according to safety protocols. The evaluation results showed a significant increase in staff knowledge, as indicated by the comparison between pre-test and post-test scores. This improvement suggests that the training effectively deepened their understanding of the impact and management of medical waste. For future activities, it is recommended to include hands-on practice simulations and continuous monitoring to ensure the sustainability of good medical waste management practices in hospitals.
Pemanfaatan Teknologi Digital dan Inovasi Manajemen untuk UMKM Berdaya Saing Muzakar Isa; Praswati, Aflit Nuryulia; Muhammad Randhy Kurniawan; Ahmada Auliya Rahman; Rafiq Arkana Putra
Abdi Psikonomi Vol 5, No 3 (2024): Desember 2024
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/psikonomi.v5i3.9075

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in fostering local economic growth. However, many MSMEs struggle with challenges in innovation management and digital marketing, which hinder their competitiveness. This community service initiative was designed to strengthen MSME capacity by offering training in business innovation, digital marketing strategies, and visual content creation for product promotion. The training program aimed to equip participants with the necessary skills to enhance business management, leverage digital platforms for marketing, and create compelling promotional content. The implementation process involved practical training sessions and continuous mentoring to ensure the effective application of the knowledge gained. The results demonstrated that MSME partners successfully adopted the strategies taught, leading to greater product visibility and increased competitiveness in the local market. The practical skills acquired through this program are expected to support long-term business sustainability and foster the growth of participating MSMEs.
Analisis Pengaruh Brand Equty Terhadap Keputusan Pembelian Produk YAMAHA Type NMAX di Surakarta Widiansyah, Langga Pratama Putra; Praswati, Aflit Nuryulia
Economics and Digital Business Review Vol. 5 No. 2 (2024): February - July
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i2.1464

Abstract

Tujuan dari penelitian ini untuk menganalisis dan membahas adanya pengaruh kesadaran merek terhadap keputusan pembelian produk yamaha type nmax, melihat pengaruh assosiasi merek terhadap keputusan pembelian, melihat pengaruh presepsi kualitas terhadap keputusan pembelian, dan melihat pengaruh loyalitas merek terhadap keputusan pembelian produk yamaha type nmax di Surakarta. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh langsung dari responden. Metode penelitian yang digunakan adalah metode kuantitatif deskriptif. Pengumpulan data dilakukan dengan metode Partial Least Square (PLS) menggunakan software Smart PLS 3.0. Hasil penelitian ini menunjukkan bahwa 1.) secara sebagian keempat variabel yang memengaruhi keputusan pembelian, yakni Kesadaran Merek (X1), Persepsi Kualitas (X2), Asosiasi Merek (X3), dan Kesetiaan Merek (X4), memiliki pengaruh yang signifikan terhadap keputusan pembelian Yamaha Nmax Di Surakarta 2.) secara bersamaan, Variabel Kesadaran Merek (X1), Persepsi Kualitas (X2), Asosiasi Merek (X3), dan Kesetiaan Merek (X4) memiliki dampak yang signifikan terhadap keputusan pembelian Yamaha Nmax Di Surakarta.
The Effect of Entrepreneurial Orientation on Performance Mediated by Innovation and Network Capability Permatasari, Ayu Ervin Dea; Praswati, Aflit Nuryulia
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 1 (2024): JIMKES Edisi Januari 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i1.2394

Abstract

The development of the woodworking industry in Indonesia can be a highlight in the business world. However, 2020 is a year that gives a different color to the business world. The entry of the COVID-19 outbreaks into Indonesia in the first quarter of 2020 caused all industrial sectors including the manufacturing industry in Indonesia to experience a decline. The aim of this research is to analyze the influence of Entrepreneurial Orientation on Performance mediated by Innovation and Network Capability (Study at UD. Kondang Jaya Furniture and UD. Aryajati Furniture). This research method is quantitative. The population in this study were employees of UD Kondang Jaya Furniture and UD Aryajati Furniture. The number of samples in this research was 100 respondents. The sampling technique uses non-probability sampling with purposive sampling technique. The data source used in this research is primary data. The data analysis technique in this research was carried out using SMARTPLS 3.0 software. This research uses Structural Equation Model (SEM) analysis with Partial Least Square (PLS). Entrepreneurial Orientation has a positive and insignificant effect on Performance. Entrepreneurial orientation has a positive and significant effect on innovation. Entrepreneurial Orientation has a positive and significant effect on Networking Ability. Innovation has a positive and significant effect on performance. This means that the fourth hypothesis is accepted. Network Capability has a positive and significant effect on Performance. Innovation can mediate the influence of Entrepreneurial Orientation on Performance positively and significantly. Network Capability can mediate the influence of Entrepreneurial Orientation on Performance positively and significantly.
Co-Authors A.A. Ketut Agung Cahyawan W Aan Sofyan Achmad Vandian Nur, Achmad Vandian Adam Afifallah Maulidan Rizqi Adam Afifallah Maulidan Rizqi Agus Suwondo Agus Wahyudi Ahmad Fauzan Ahmad, Farhand Ahmada Auliya Rahman Alfathana, Aziz Alfina Salma Putri Amelia Jihan Ramadhani Andi Suhendi Anggrahini, Ruly Anisa Ur Rahmah Anton Prasetyo Aprilia Puri Astuti Ardiansyah, Gilang Arief Dwi Saputra, Arnindhita Divani Regita Putri Arumsari, Septiana Lisa Astuti, Aprilia Puri Auliya, Dhiyahul Aysa Nur Cahyani Aziz Alfathana Bayu Dian Aji Bayu Dian Aji Bayu Dian Aji, Bayu Dian Binuko, Raafika Studiviani Dwi Biruwintari, Nuravira Broto Santoso Burhannudin Ichsan Christiana Riski Wira Putri Chuzaimah Chuzaimah Dela Afiyana Della Mafiana Della Mafiana Dewi, Alfa Yuliana Dewi, Maya Kumala Dewi, Triana Ariska Dewita Puspawati Dia, Wa Ode Irma Wati La Diana Aqmala Diana Setiawati Dicky Suryoko Dimas Bagus Prasetya Dyah Putri Mahasari Eka Risky Widyawati Eryan Naufal Fakhri Muhammad Daffa Eskasari Putri Evi Kurnia Sari Farah Aisha Farid Adi Prasetya Fatahuddin, Amir Febrianur Ibnu Fitroh Sukono Putra Fera, Anisa Ferika Nurmawani Firman Faradisi Flora Ramona Sigit Prakoeswa Fortuna, Tista Ayu Hapsari, Lusy Azizah Hardika Dwi Hermawan Haryoto, H Helmia Khalifah Sina Helmia Khalifah Sina Hidayah Karuniawati Huda, Farah Azzahra Humaira, L'aisya Layyun I Made Sukresna Ifada Faila Suffa Ihsan, Rizki Muhammad Ihwan Susila Imronudin Imronudin Imronudin Imronudin Imronudin Imronudin, Imronudin Keisya, Aulita Kesha Dewi Nur Ramadani Khomariyah, Risma Nur Kiki Widya Kirana Kirana, Kiki Widya Krisdiyanto Pujoningrum Kun Harismah Kurniawan, Muhammad Randhy Kussudyarsana Kussudyarsana L'aisya Layyun Humaira Liana Mangifera Lina Agustina Lintang Sintya Nuraini Lusy Azizah Hapsari M Mabruroh M. Farid Wajdi M. Farid Wajdi, M. Farid Mabruroh Mabruroh Mabruroh Mabruroh, M Mafiana, Della Mahasari, Dyah Putri Mahindra Surya Birawa Muhammad Affan Ardana Muhammad Edward Putra Armiawan Muhammad Jabal Noor Muhammad Randhy Kurniawan Muhammad Rohim Muhammad Yusuf Abdhul Fatah Muzakar Isa Naili Amalia Nalal Muna Nalal Muna Nanda Martiya Wardani Nandya Octanti Pusparini Nelly Purnama Sari Nelly Purnama Sari Novel Idris Abas Novitasari, Saphira Wahyu Nuniek Nizmah Fajriyah Nur Andriyani Nur Ghaffar, Ikbal Nur Hidayah Nur Mar'athu Munazjah Nurmawani, Ferika Nurul Latifatul Inayati Permatasari, Ayu Ervin Dea Perwithosuci, Winny Prijanto, Tulus Prijanto, Tulus Putri, Alfina Salma Putri, Christiana Riski Wira Rafiq Arkana Putra Rahmatdi Ramadani, Risqi Ratna Ningsih, Pertiwi Rina Trisnawati Risma Nur Khomariyah Rokhim Adi Nurhuseini Rokhim Adi Nurhuseini Rullynta Siska Suryandari Ruly Anggrahini S Syamsudin Sabarwo, Syakila Eka Putrisari Sajiwo Tri Prakoso Saphira Wahyu Novitasari Saputri, Sisilia RR Saputro, Diky Adi Sari, Nelly Purnama Sari, Rizki Iputa Sasongko Tri Utomo Sina, Helmia Khalifa Sina, Helmia Khalifah Sisilia RR Saputri Siti Fatimah Nurhayati Siti Zulaekah Sri Murwanti Subiantoro Subiantoro Suryandari, Rullynta Siska Suryoko, Dicky Syaban Al Musyaffa Ibnu Ahmad Syakila Eka Putrisari Sabarwo Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin Syamsudin, S Taufika Nur Widyasari Tika Pratika Tulus Prijanto Tulus Prijanto Tulus Prijanto Urmatul Waznah Utami, Ayu Sri Utomo, Sasongko Tri Utomo, Sasongko Tri Vita Ardiyantiningsih Wa Ode Irma Wati La Dia Wafiatun Mukharomah Wardani, Lusyka Widya Wawan Kurniawan Widiansyah, Langga Pratama Putra Widyaningtyas, Arin Widyawati, Eka Risky Wiyadi Wiyadi Yusuf Alam Romadhon