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Wening Patmi Rahayu

Universitas Negeri Malang

Author-ID : 2461793

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Customer Satisfaction as a Mediator: The Impact of Social Media Marketing and E-Service Quality on Repurchase Intention Among Netflix Users in East Java Fathonah, Sastiana Mandasari; Sudarmiatin, Sudarmiatin; Rahayu, Wening Patmi
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8079

Studi ini mengeksplorasi bagaimana Pemasaran Media Sosial dan Kualitas Layanan Elektronik mempengaruhi Niat Pembelian Ulang di antara pengguna Netflix di Jawa Timur, dengan fokus khusus pada peran mediasi Kepuasan Pelanggan. Penelitian ini menggunakan teori-teori mapan seperti TPB dan TAM untuk membingkai pemahamannya tentang perilaku konsumen dalam layanan berbasis teknologi. Menggunakan pendekatan kuantitatif, data dari 385 pelanggan Netflix dianalisis melalui SEM-PLS. Analisis menunjukkan pola yang menarik: Pemasaran Media Sosial tidak secara langsung mengarah pada Niat Pembelian Ulang, tetapi secara signifikan meningkatkan Kepuasan Pelanggan. Sebaliknya, Kualitas Layanan Elektronik memiliki efek positif yang jelas dan langsung pada Niat Pembelian Ulang dan Kepuasan Pelanggan. Yang penting, temuan tersebut menyatakan bahwa Kepuasan Pelanggan bertindak sebagai tautan vital, memediasi efek Pemasaran Media Sosial dan Kualitas Layanan Elektronik pada Niat Pembelian Ulang. Hasil ini menyoroti bahwa menumbuhkan kepuasan pelanggan yang kuat sangat penting untuk mendorong langganan berkelanjutan ke layanan streaming digital seperti Netflix.

Bagaimana Informasi Mendorong Pembelian: Peran Mediasi Adopsi Informasi di Sektor Kuliner Shafa' Annisa Puspasari; Patmi Rahayu, Wening; Churiyah, Madziatul
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8542

This study examines how information adoption mediates the influence of information usefulness, information diagnosticity, and subjective norms on purchase decisions in the culinary sector. A quantitative approach and purposive sampling were applied, with 230 respondents. Data were analyzed using SEM-PLS. Results indicate that the three variables significantly affect both information adoption and purchase decisions. Information adoption partially mediates these relationships. The findings offer insights for culinary businesses to enhance consumer engagement through social media content that is credible, relevant, and socially endorsed.

Penguatan Keputusan Pembelian Melalui Citra Merek: Analisis Pengaruh Inovasi Produk dan Promosi terhadap Kopi Kemiren Jaran Goyang di Banyuwangi Ramadhani, Bima; Patmi Rahayu, Wening; Churiyah, Madziatul
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8544

This study analyzes the influence of product innovation and promotion on purchasing decisions through brand image as a mediating variable in Kopi Kemiren Jaran Goyang Banyuwangi. Using a quantitative approach and PLS-SEM analysis of 250 respondents, results indicate that promotion significantly affects purchasing decisions directly and indirectly through brand image, while product innovation influences purchasing decisions only through brand image. The study highlights the importance of culture-based branding and digital promotion strategies for MSMEs. These findings offer theoretical contributions to brand equity development and practical insights for enhancing local coffee MSMEs' competitiveness.

Multi-Platform Digital Marketing Strategy and Performance Metrics of Micro Creative Enterprises: A Case Study of Fairy Charm Beaded Accessories in Malang, Indonesia Evi Suwarni; Wening Patmi Rahayu; Agus Hermawan
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 1 (2026): March: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i1.3750

The advancement of digital technology has created significant opportunities for micro enterprises to expand their market reach through various digital platforms. This study aims to analyze the digital marketing strategy and marketing performance measurement of Fairy Charm, a micro-scale beaded accessories business based in Malang, Indonesia. An exploratory case study method was employed, with data collected through observation, documentation, and digital metrics analysis. The findings reveal that Fairy Charm simultaneously implements a multi-platform digital marketing strategy across Instagram, TikTok, Shopee, WhatsApp Business, and Google My Business, guided by a 4P marketing mix approach. Performance metrics indicate 194 profile visits, 418 total social media impressions, 20 business interactions, and 40 products sold with an average order value of IDR 250,000. Although brand awareness remains limited, consistent visual content strategy and multi-platform management proved effective in establishing an online presence for a newly established business. This study provides practical insights for creative MSMEs in designing and measuring digital marketing strategies during the early stages of business development.

Pola Adopsi Teknologi Secara Parsial pada Pelaku UMKM di Kota Tuban dalam Kegiatan Pemasaran Nur Hidayatul Istiqomah; Agus Hermawan; Wening Patmi Rahayu
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 4 No. 2 (2026): Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v4i2.1931

The digitalization of MSMEs has become a central agenda in national economic development; however, realities on the ground reveal a significant gap between policy expectations and the actual practices of business actors. This study aims to understand patterns of technology use, explore MSME actors’ perceptions of technology, and identify factors that hinder optimal technology adoption. Using a qualitative approach with a case study method involving two MSME actors in Tuban City, data were collected through in-depth interviews, direct observation, and documentation. The findings reveal three main points: first, technology is used situationally only when orders come in via WhatsApp rather than as part of a planned business strategy; second, MSME actors perceive technology as complex and not particularly important for the sustainability of their businesses; third, low levels of digital literacy reinforce the tendency to maintain conventional business practices. This study introduces the concept of partial technology adoption as a novel conceptual contribution, describing a condition in which business actors do not entirely reject technology, yet do not strategically integrate it into their business operations. The implications of this research are relevant for policymakers designing MSME digitalization programs and for practitioners involved in business development assistance

The Impact of Intellectual Capital, Digital Literacy and Digital Transformation on MSME Performance: The Mediating Role of Edupreneurship Innovation in Malang City Intan Umull Magfira Sary; Wening Patmi Rahayu; Madziatul Churiyah
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 11 No. 1 (2026): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v11i1.21362

Micro and Small Enterprises (MSEs) play a strategic role in the Indonesian economy; however, they continue to face challenges in improving performance and competitiveness in the digital economy era. These challenges are closely related to limitations in intellectual capital management, low levels of digital literacy, and the suboptimal implementation of digital transformation, which weaken business innovation, particularly among Food and Beverage (F&B) sector MSEs in Malang City. From the perspective of educational and educational management, these conditions indicate the need for systematic entrepreneurship education, digital literacy learning, and well-managed training programs to strengthen the competencies and adaptive capacities of MSE actors. This study aims to analyze the influence of intellectual capital, digital literacy, and digital transformation on MSE performance, with Innovation edupreneurship as a mediating variable, based on Dynamic Capability Theory and supported by educational management approaches emphasizing learning processes, knowledge development, and entrepreneurial capacity building. This quantitative research employed an explanatory design with a cross-sectional survey of 373 MSE owners selected from a population of 11,929 F&B MSEs in Malang City. Data were collected through a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) with SmartPLS 4.0. The findings show that intellectual capital significantly improves MSE performance, while digital literacy and digital transformation do not directly affect performance. However, all three variables significantly influence innovation. Innovation edupreneurship also positively affects performance and mediates the relationships between intellectual capital, digital literacy, digital transformation, and MSE performance. These findings highlight the strategic role of educational management through entrepreneurship education, digital literacy programs, and continuous training in strengthening Innovation edupreneurship capacity and improving the sustainable performance of MSEs.

STRATEGI GURU DALAM MENGOPTIMALKAN PEMBELAJARAN KEWIRAUSAHAAN BERBASIS KURIKULUM MERDEKA: Studi Kasus di SMK PGRI Sumbermanjing Anita Kusuma Wardani; Kevin Novantiko; Wening Patmi Rahayu; Andy Prasetyo Wati
Jurnal Manajemen Pendidikan Vol. 11 No. 1 (2026): Regular Issue
Publisher : STKIP Pesisir Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34125/jmp.v11i1.1443

This study aims to describe the strategies implemented by teachers' in optimizing entrepreneurship learning based on the Merdeka Curriculum at SMK PGRI Sumbermanjing. Using a case study approach, this study examines in dept the learning practices carried out through observation, interviews, and document review. The results show that teachers implement various key strategies, including flexible and contextual planning with project based learning as the core of learning activities, as well as utilizing the surrounding environment as a source of learning. In addition, teachers play an active role in fostering student independence and creativity through continuous mentoring and consistent feedback. The application of these strategies has been proven to increase student egngagement while strengthening entrepreneurial competencies that are in line whit the needs of the world of work. These findings confirm that entrepreneurial learning in the Merdeka Curriculum can run optimally if teachers are able to design learning processes that are active, adaptive, and oriented towards direct learning experiences.

Strategi Pengembangan dan Tantangan Bisnis dalam Menjangkau Konsumen Generasi Z : (Studi Kasus Brand Hijab Leenavie.id) Bilqis Nabila Istiqlaliani; Agung Winarno; Wening Patmi Rahayu
Jurnal Bisnis Kreatif dan Inovatif Vol. 2 No. 4 (2025): Desember : Jurnal Bisnis Kreatif dan Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubikin.v2i4.1056

The development of digital technology has greatly influenced consumer behavior, particularly among Generation Z, who are dominant in Indonesia's hijab fashion market. This shift requires businesses to adapt their strategies to meet the dynamic, trend-driven, and digitally-savvy preferences of young consumers. This study examines the business development strategy of Leenavie.id, a hijab brand, and the challenges it faces in targeting Generation Z. Using a qualitative approach with case study methodology, in-depth interviews with business owners were conducted to gain insights into the business development process. The findings show that Leenavie.id focuses on product innovation, competitive pricing, social media as a primary distribution and promotion channel, and leveraging e-WOM for brand awareness and emotional connections with consumers. Success indicators include a high repeat order rate, positive market response, and external collaboration offers. However, challenges such as limited capital, small production capacity, and underutilization of the marketplace hinder scalability. The study suggests that enhancing digital adaptation, strengthening operational capacity, and fostering strategic collaborations are key to improving the competitiveness and sustainability of local hijab businesses. Future research should include consumer perspectives for a more comprehensive understanding of customer behavior and loyalty.

Peningkatan Kompetensi Guru SMK Anggota MGMP Bisnis Daring Pemasaran Kota Malang Melalui Pendampingan Pemanfaatan Tools Artificial Intelligence Dalam Mengembangkan Bahan Ajar Bisnis Rachmad Hidayat; Wening Patmi Rahayu; Mohammad Hari; Jefry Aulia Martha; I Nyoman Suputra; Ilmiana Evrilianti; Nur Ayu Dela Pramesti; Imanda Nashoikha Dinniyah
Jurnal Pengabdian Masyarakat Bhinneka Vol. 4 No. 4 (2026): Juli
Publisher : Bhinneka Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58266/jpmb.v4i4.1503

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kompetensi guru SMK Bisnis Daring dan Pemasaran melalui pendampingan pemanfaatan tools Artificial Intelligence (AI) dalam mengembangkan bahan ajar bisnis. Pengabdian dilaksanakan bersama 30 guru yang tergabung dalam MGMP Bisnis Daring Pemasaran Kota Malang melalui tiga metode utama, yaitu ceramah, tanya jawab, dan praktik. Materi yang disampaikan meliputi pengenalan perkembangan AI, penerapannya dalam pembelajaran, serta langkah-langkah pengembangan bahan ajar bisnis berbasis AI. Hasil kegiatan menunjukkan peningkatan pemahaman dan keterampilan guru dalam menggunakan tools AI seperti Google Gemini untuk merancang bahan ajar yang lebih interaktif, relevan, dan efisien. Guru menjadi lebih adaptif terhadap perkembangan teknologi serta mampu menyesuaikan konten pembelajaran dengan kebutuhan kurikulum dan karakteristik peserta didik abad ke-21. Kegiatan ini membuktikan bahwa pelatihan terstruktur dan pendampingan praktik langsung berperan penting dalam mendukung transformasi digital di dunia pendidikan, khususnya pada bidang bisnis daring dan pemasaran dengan menghasilkan sebanyak 30 bahan ajar bisnis.

The Impact of Social Media Influencer on Consumer Purchase Behaviour toward MSME Food Vendors Lina Budiarti; Agus Hermawan; Wening Patmi Rahayu
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.16371

The utilization of social media influencers has become a prevalent strategy for various organizations in this digital era, including Micro, Small, and Medium Enterprises. This study aims to analyze the role of social media influencer on consumer purchase behavior in the digital era. Using a quantitative approach, this study explores how influencer’s trustworthiness, attractiveness, experience, and content usefulness influence consumer purchase behavior. Data were collected by distributing 118 questionnaires to respondents consists of Indonesian culinary enthusiasts who engage with digital content produced by food influencer. Data analysis was performed using multiple linear regression. The results of this study indicate that influencer's trustworthiness, attractiveness, experience, and content usefulness have a positive and significant impact on purchasing behaviour both partially and simultaneously. This study provides managerial insights into how influencer marketing should be approached by companies. The findings emphasize that collaborating with social media influencer is essential as a strategic response to a highly contested market environment.

Co-Authors Abel Widi Astuti Adinda Marcelliantika Agnesia, Rila Ayu Agung Winarno Agus Hermawan Agus Hermawan Agustin, Resty Aida Dwipriwanti Aisya Ramadhani Eka Aprildianti Aisyah Asri Nurrahma Akh. Fawaid Alby Aruna Alfina Nur Jannah Amaliyah, Khoirotul Andaryanto Andi Basuki, Andi Andi Wisnu Murti Andy Chandra Pramana Andy Prasetyo Wati Andy Prasetyo Wati Andy Prasetyo Wati Andy Prasetyowati ANGGA MARTHA MAHENDRA, ANGGA Anita Kusuma Wardani Antara, Radittya Mahasputra Ar-Rasyi, Hasna Hamida Alifia Artino, Bhernanda Tri Mulia Aziza Putri Arumsari, Oktaviani Putri Dita Aruna, Alby Asep Dana Saputra Asrizal Atma Wijaya, Ginanjar Aulia Ramadhani A’rasy Fahrullah Bambang Banu Siswoyo Bambang Sugeng Bilqis Nabila Istiqlaliani Bintang Permata Putri Budi Eko Soetjipto Budiono , Sunarto Cecilia Indah Hapsari Cyndy Novi Octavia Damayanti, Vidya Dede Rusmana Desi Anggarwati Desi Anggrianto - Devi, Shinta Prasetia Dewi Ayu Dyah Ningrum Dewi Sinta Puspitasari Dewi, Titis Shinta Dida Maulidya Al Afshana Didik Indratno Dinda Syafitri Djoko Dwi Kusumajanto Djoko, Sunarti Doni Erfianto Dwi rahayu Dynda Prista Eka Putri Surya Eni Noviani Eni Susilowati Erlina Puspita Istikomah Ery Tri Djatmika RWW Eva Rosita Dewi Evi Suwarni, Evi Farel Ilham Pamungkas Farij Ibadil Maula Fathonah, Sastiana Mandasari Fatmala, Fila Dia Ayu Feri Andika Prasetya Fika Dwi Rahmania Firzon Ainur Roziqin, Mohamad Fitriani Fuad Abdul Fattah Giarti Ningsih Gilang Permatasari, Trivena Hamdani Hamdani Hamdani, Umar Haniatur Rofiqoh Umar Hanik Munaddifah Haribowo, Siget Fitrianto Havisfal Alviansyah Heri Heri, Heri Heri Praktikto Heri Pratikto Hidayatin Hidayatin Hilwa Rohmahdiniyah Nur Azizah Huda, Achmad Nuril I Nyoman Suputra Ibrahim, Muhammad Maulana Ilmiana Evrilianti Imanda Nashoikha Dinniyah Indarwati, Rila Ayu Agnes Intan Umull Magfira Sary Iriaji Jamaluddin Jamaluddin Jamaluddin Jamaluddin Kevin Ghulaman Silmi Kevin Novantiko Khoirul Ilmiati Khusnia, Rif’atul Kiki Zilfia Auliatul Maurisa Kristianingsih, yuyun Kukuh Handojo Kukuh Judy Handojo Kuncoro Aprilia Hikmawati Lili Purwanitasari Lina Budiarti Ludi Wishnu Wardana M. Yogi Riyantama Isjoni Madziatul Churiyah Mahardhika, Early Harison Manus, Victorio Chipta Gregory Marcelliantika, Adinda Marna, Jean Elikal Martha, Jefry Aulia Maulia, Danis Mega Noerman Ningtyas Mentari Ritonga Mohammad Hari Mohammad Hari, Mohammad Mohammad Zaenal Abidin Muaddab, Hafis Mubarok, Dimas Hamdan Muchamad Rizky Fauzi Mufid Andrianata Muh K Bonesaputra Rukman Muhammad Naufal Aulia Maulana Muhammad Rivai Muhammad Vicky Zulfikar Mujiyanti, Sri Ayudha Nabilah, Zahidah Ismah Nahdi, Moehammad Robith Nasikh Natasya Ika Suryaningsih Ningsih, Giarti NORIDA CANDA SAKTI Novita Ika Fitriani Novitasari, Anindita Trinura Nur Ayu Dela Pramesti Nur Hidayatul Istiqomah Nur Hidayatul Istiqomah Nurul Farida Nurul Hidayati Nynys Khoirun Nisa’ Pandu Yudi Putra Pangestu, Witjaksono Adi Prabowo, Andri Eko Prabowo, Stanley Prasetyo, Abdul Rahman Prayitno, Reza Dwi Purnomo Purwanto, Sandi Puspitasari, Ranny Fitria Putri Rahmayanti Putri Surya, Eka Rachmad Hidayat Rachmad Hidayat Rachman, Tutut Arif Raisa Fitri Ramadhani, Bima Rani Julia Pratiwi Raya Sulistyowati Regita Niken Ashari Rendika Vhalery Rianzah Munawaroh Rila Ayu Agnes Indarwati Rizkita, Marsya Aulia Rizky Fahmi Saputra Roziqin, Mohamad Firzon Ainur RR. Ella Evrita Hestiandari Rr. Suci Palasari Rudi, Jupensius Rully Wiliandri Salsa Rahmawati Saputri Salsa Rahmawati Saputri Sarah Sakiran Salsabila Sari, Risca Kurnia Satia Nur Maharani Satria Putra Utama Selviani Putri Anggia Septia Anggi Saputri Septiawan, Bambang Shafa' Annisa Puspasari Shahrul Dwi Ananta Shendy Andrie Wijaya Siti Ulfatul Faizah Siti Ulfatul Faizah Siti Zumroh Sri Umi Mintarti Sriyani Mentari Sudarmiatin Sulikah Sulikah Sulistiyani, Sulistiyani Sunandes, Aris Sunyoto, Agus Bambang Suprayitno, Hery Surasak Jamnongsarn Surya, Eka Putri Suyowanto, Suyowanto Syahrul Munir Tisa Reta Vianda Tisa Reta Vianda Titis Shinta Dhewi, Titis Tri Kurniawati Trivena Gilang Permatasari Umagapi, Dara Anindya Putri Umatin, Choiru Uswatun Hasanah Utami, Rizki Amalia Vica Vekyana Sagita Wahyu Dede Gustiawan Wardha Nilawati Wardhana, Ludi Wishnu Wibowo, IG. Jarot Febri Setyo Widyaningrum, Santi Wijaya, Ginanjar Atma Wilyan Adiasari Winda Purwaning Suhairiya Yasari, Niluh Komang Kusuma Yenni Artati Yogatama, Ahmad Nizar Yohanes Wibisono Yosi Mariana Yuhendri L V Yusnita Wardani Yusuf Purwanto Zumroh, Siti Zutiasari, Ika

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