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All Journal SEGMEN Jurnal Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Applied Finance and Business Studies ProBisnis : Jurnal Manajemen Prosiding University Research Colloquium Sultra Journal of Economic and Business Volatilitas : Jurnal Manajemen Dan Bisnis El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Analisis Bisnis Ekonomi
Titin Ekowati
Universitas Muhammadiyah Purworejo
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering 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 Other

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PERAN COUNTRY OF ORIGIN PADA PEMBENTUKAN BRAND EQUITY Ariningsih, Endah Pri; Ekowati, Titin; Budiyanto, Budiyanto
Jurnal Analisis Bisnis Ekonomi Vol 17 No 1 (2019)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/bisnisekonomi.v17i1.2739

Abstract

Various variations mobile phone brands that enter the Indonesian market, consumers provides many alternatives to choose the products that best suit their needs. But on the other hand it can make consumers experience difficulties in making choices on the products they will buy. Marketers must be observant to see exactly what makes consumers interested in making purchases on handphone products. At present there are many mobile brands from China that have entered Indonesia and are in great demand by consumers in our country. Even though many years ago many considered Chinese-made products to be of poor quality In this study the researcher wanted to know how the role of the country of origin to be treated using three different countries using the COM difference was seen as the impact on the brand equity of the product. Research will be conducted using experimental design using 6 factors. The analysis tool that will be used in this study is different testing using One Ways ANOVA. The results showed that there were only one of the six groups which proved to be significantly different between before and after the treatment. While the results of testing the impact of providing information proved that COO had an effect on brand equity for two products.
Pengaruh Fear Of Missing Out (FOMO), Shopping Enjoyment dan Hedonic Shopping Motivation Terhadap Online Impulse Buying (Studi pada Gen Z pengguna E-Commerce Shopee di Purworejo) Ramadhani, Sania Rizki; Ekowati, Titin; Rahmawati, Fitri
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10431

Abstract

The growth of e-commerce in Indonesia, particularly through Shopee, has driven changes in consumer behavior, especially among Generation Z, who are quick to adapt to technology and highly active on social media. These conditions make Gen Z more susceptible to emotional triggers and impulsive purchasing tendencies in digital environments. The population in this study consists of all residents of Purworejo. The sample was determined using a purposive sampling technique, resulting in 120 respondents. Data were collected using a questionnaire distributed via Google Forms. Data analysis was carried out using SPSS for Windows. The questionnaire used in this research was pilot-tested and met the required standards of validity and reliability. Hypothesis testing was conducted using multiple linear regression analysis. The findings indicate that (1) fear of missing out (FoMO) has a positive and significant effect on online impulse buying; (2) shopping enjoyment has a positive and significant effect on online impulse buying; and (3) hedonic shopping motivation has a positive and significant effect on online impulse buying.
PENGARUH CONTENT MARKETING, VIRAL MARKETING DAN INFLUENCER TERHADAP MINAT BELI PRODUK SCARLETT Purnama, Silvia Paramitha; Ekowati, Titin; Rahmawati, Fitri
Volatilitas Jurnal Manajemen dan Bisnis Vol. 7 No. 5 (2025): VOLATILITAS - Jurnal Manajemen dan Bisnis
Publisher : Program Studi Manajemen, Fakultas Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/volatilitas.v7i5.6850

Abstract

Media sosial merupakan salah satu perkembangan teknologi yang mempermudah konsumen dalam mencari sebuah produk. Karena dengan memanfaatkan media sosial,konsumen dapat mengakses informasi tentang produk dengan lebih leluasa. Meningkatnya penggunaan media sosial oleh konsumen, membuat perusahaan berusaha untuk membuat strategi dengan memanfaatkan perkembangan teknologi ini. Penelitian ini bertujuan untuk menguji pengaruh content marketing terhadap minat beli, viral marketing terhadap minat beli, dan influencer terhadap minat beli. Populasi pada penelitian ini adalah Masyarakat di Kota Purworejo dan pernah melihat konten produk Scarlett di media sosial. Sampel yang digunakan sebanyak 150 responden, teknik pengambilan sampel menggunakan teknik purposive sampling. Pengumpulan data menggunakan kuesioner yang diukur dengan skala likert. Untuk analisis data yang digunakan adalah SPSS versi 26.0 for windows dengan metode analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap minat beli, viral marketing berpengaruh positif dan signifikan terhadap minat beli, dan influencer berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci : Content Marketing, Viral Marketing, Influencer, dan Minat Beli
The influence of brand experience and brand trust on brand loyalty mediated by brand love (a survey of eiger consumers in Purworejo Regency) Ningtyas, Dini Suci; Ekowati, Titin; Runanto, Dedi
International Journal of Applied Finance and Business Studies Vol. 13 No. 3 (2025): December: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i3.444

Abstract

Outdoor adventure activities have increasingly become a popular hobby today, including exploring mountains, lakes, rivers, beaches, and other natural landscapes. Many people are attracted to various adventure activities such as hiking, riding, running, shooting, traveling, climbing, cycling, and others, which aim to enjoy natural beauty, test adrenaline, and improve physical fitness. In Indonesia’s current era of rapid modernization, competition in the outdoor product industry has become increasingly competitive, raising concerns among companies regarding their business sustainability—whether the products they manufacture can be accepted by consumers and whether their business can survive amid the intensifying market competition. Eiger is one of Indonesia’s local brands that has established a strong reputation in the outdoor and adventure equipment market. The rise of numerous local brands offering outdoor activity products has increased market competition, prompting companies to analyze the factors that may foster brand love, which in turn enhances consumer loyalty. This study aims to examine the influence of brand experience and brand trust on brand loyalty, mediated by brand love. The population in this study consists of Eiger consumers in Purworejo Regency. A sample of 150 respondents was selected using a purposive sampling technique. Data were collected through a questionnaire using a Likert scale. Data analysis was conducted using SmartPLS 4.0 with the Structural Equation Modeling (SEM) approach. The findings show that brand experience, brand trust, and brand love have a positive and significant effect on brand loyalty; brand experience and brand trust have a positive and significant effect on brand love; brand love provides complementary mediation in the relationship between brand experience and brand loyalty; and brand love also provides complementary mediation in the relationship between brand trust and brand loyalty.
Influence of brand experience, customer review and customer satisfaction on repurchase intention among erigo customers on shopee Febryhardo, Bhangkit; Ekowati, Titin; Runanto, Dedi
International Journal of Applied Finance and Business Studies Vol. 13 No. 4 (2026): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i4.456

Abstract

This study aims to analyze the influence of brand experience, customer reviews, and customer satisfaction on repurchase intention among Erigo customers on the Shopee marketplace. The research adopts a quantitative approach using a survey method, with a sample of 120 respondents who have previously purchased Erigo products through Shopee. The variables examined include brand experience (sensory, emotional, intellectual, and behavioral), customer reviews (argument quality, volume, valence, timeliness, and source credibility), customer satisfaction (expectation confirmation, willingness to repurchase, and willingness to recommend), and repurchase intention (transactional, explorative, preferential, and referential interest). Data were analyzed using multiple linear regression with SPSS 25.0, and all measurement instruments met validity and reliability requirements, with Cronbach’s alpha values exceeding 0.70. The results indicate that brand experience has a positive and significant effect on repurchase intention (β = 0.283, p < 0.001). Customer reviews also have a positive and significant influence on repurchase intention (β = 0.217, p < 0.001), suggesting that credible and positive reviews strengthen consumer confidence. Customer satisfaction is identified as the most influential variable (β = 0.327, p < 0.001), demonstrating that fulfilled expectations and positive consumption experiences strongly encourage repeat purchases of Erigo products. Theoretically, this study contributes to consumer behavior literature by confirming the role of experiential, informational, and affective factors in shaping repurchase intention in e-commerce contexts. Practically, the findings highlight the importance for Erigo and similar fashion brands to maintain consistent brand experiences, encourage authentic customer reviews, and enhance satisfaction drivers such as product quality, service responsiveness, and delivery accuracy.
Menciptakan peluang usaha melalui pendampingan rintisan bisnis masker organik kunyit tepung beras di Purworejo Ekowati, Titin; Rahmawati, Fitri; Utami, Esti Margiyanti
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 8, No 2 (2024): June
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v8i2.23022

Abstract

Abstrak Kegiatan pengabdian masyarakat ini dilaksanakan dalam bentuk pendampingan rintisan bisnis  dalam hal proses produksi dan inovasi, pemasaran yang meliputi pemilihan media promosi, pengemasan dan penjualan, pembuatan laporan keuangan bisnis, pengelolaan sumber daya manusia dan pembentukan jaringan bisnis. Meode pendampingan rintisan bisnis ini dilaksanakan dengan tujuan untuk memberikan pendampingan usaha bagi kelompok pelaku bisnis pemula pengolahan kunyit tepung beras menjadi Masker Organik. Hasilnya kelompok rintisan bisnis sudah dapat membuat perencanaan bisnis dengan baik, melakukan praktek bisnis dengan hasil yang cukup memuaskan, membuat berbagai sarana iklan dan promosi, serta menjalin kerjasama dengan baik dengan pemasok, peyalur dan konsumen. Melalui pendampingan kelompok rintisan bisnis dapat memiliki pemahaman tentang penyusunan rencana bisnis sampai ke praktek bisnis. Rintisan bisnis dapat mengembangkan diri menjadi bisnis yang lebih besar di masa mendatang. Kegiatan pendampingan ini juga dapat dilakukan pada kelompok rintisan bisnis dengan produk yang berbeda. Kata kunci: pendampingan; rintisan bisnis; masker organik. Abstract This community service activity is carried out in the form of mentoring business startups in terms of production and innovation processes, marketing which includes selecting promotional media, packaging and sales, creating business financial reports, managing human resources and establishing business networks. This business start-up mentoring method was implemented with the aim of providing business assistance for groups of beginner business people processing rice flour turmeric into organic masks. As a result, the business start-up group has been able to make good business plans, carry out business practices with satisfactory results, create various means of advertising and promotion, and establish good cooperation with suppliers, dealers and consumers. Through mentoring, business start-up groups can gain an understanding of the preparation of business plans down to business practices. Business startups can develop into bigger businesses in the future. This mentoring activity can also be carried out in business start-up groups with different products. Keywords: assistance; business startup, organic mask
Co-Authors B Budiyanto, B Budiyanto Budiyanto Deni Wahyudi Endah Pri Ariningsih Esti Margiyanti Utami Febryhardo, Bhangkit Fitri Rahmawati Hamdani, Rizal Intan Puspitasari Murry Harmawan Saputra Ningtyas, Dini Suci Pamungkas, Bela Wani Putra Purnama, Silvia Paramitha Ramadhani, Sania Rizki Runanto, Dedi Septiowati, Tuti Sulasih, Ragil Susi Widjajani Wijayanti Wijayanti