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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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Journal : Research Horizon

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The Effect of Perception of Quality, Brand Communication and Brand Awareness on Somethinc Skincare Brand Loyalty Riskiyansyah, Rahmad; Nuvriasari, Audita
Research Horizon Vol. 4 No. 2 (2024): Research Horizon - April 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.2.2024.259

Abstract

Skin care products (skincare) are an important need to maintain healthy skin. This research aims to analyze the influence of Perceived Quality, Brand Communication, and Brand Awareness on Somehinc Skincare Brand Loyalty. Using a sample of 100 users of Somethinc skin care products, this research used purposive sampling and questionnaires as data collection tools. Through multiple linear regression analysis and hypothesis testing, it was found that Perceived Quality and Brand Communication do not have a significant impact on brand loyalty. On the other hand, Brand Awareness has been identified as having a positive and significant influence on consumer loyalty. From the results of research and analysis regarding the Influence of Perceived Quality, Brand Communication, and Brand Awareness on Brand Loyalty of Somethinc Skincare Products, it can be concluded that Perceived Quality has no significant effect on Brand Loyalty of Somethinc Skincare Products. Brand Communication does not have a significant effect on Skincare Brand Loyalty. Brand Awareness has a positive and significant effect on Something's Skincare Brand Loyalty. This shows that Somethinc skincare products have unique qualities that can differentiate them from other skincare products so that consumers can easily remember Somethinc when buying skincare products.
The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation Reynaldi, Reynaldi; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.270

Abstract

This study investigates the impact of brand image and perceived value on purchasing decisions for H&M fashion products, with brand trust serving as a mediating factor. The sample consists of 100 respondents, and data were collected using a survey method with questionnaires as the research instrument. Data analysis was performed using the outer model, inner model, and hypothesis testing in the SmartPLS 3.2 program. The research results show that brand image has a positive and significant effect on purchasing decisions. Perceived value has a positive and significant effect on purchasing decisions. Brand trust has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on brand trust. Perceived value has a positive and significant effect on brand trust. Brand trust significantly mediates the relationship between brand image and purchasing decisions. Brand trust significantly mediates the relationship between perceived value and purchasing decisions. These results highlight the important role of brand trust in enhancing the influence of brand image and perceived value on consumer purchasing decisions.
The Effect of Shopping Lifestyle, Website Quality, and Sales Promotion on Online Impulsive Buying Skincare Skintific Meirida, Rosi; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.271

Abstract

This research aims to determine and analyze the influence of shopping lifestyle, website quality, and sales promotions on online impulsive buying of Skintific skincare. The sample in this study is 100 people who are users and buyers of Skintific skincare products through the Shopee marketplace who live in Yogyakarta. Data collection was carried out by distributing questionnaires. The test results of this research instrument stated that the data in this study was proven to be valid and reliable in the validity and reliability tests. The classical assumption test produces a regression model that does not occur multicollinearity, does not occur heteroscedasticity, and the data is normally distributed. The results of the research show that the shopping lifestyle has a positive and significant effect on impulse purchases of Skintific skincare online. Website quality does not have a significant effect on impulse purchases of Skintific skincare online. Sales promotions have a positive and significant effect on impulse purchases of Skintific skincare online.
The Effect of Market and Entrepreneurial Orientation, Product Quality on the Competitive Advantage of Batik MSMEs in Yogyakarta Putra, Adhitya Wisaka; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.291

Abstract

This study aims to analyze the Influence of Market Orientation, Entrepreneurial Orientation and Product Quality on the Competitive Advantage of Batik MSMEs in the Special Region of Yogyakarta. The research sample was 45 people in charge or owners of MSMEs determined using purposive sampling techniques. The data analysis tool used was multiple linear regression analysis. The results of this study prove that Market orientation does not have a significant effect on the Competitive Advantage of Batik MSMEs in the Special Region of Yogyakarta. Entrepreneurial Orientation does not have a significant effect on the Competitive Advantage of Batik MSMEs in the Special Region of Yogyakarta. Product Quality has a positive and significant effect on the Competitive Advantage of Batik MSMEs in the Special Region of Yogyakarta. The findings of this study indicate that market orientation is not a determining factor in competitive advantage. Entrepreneurial orientation does not have a significant effect on the competitive advantage of Batik MSMEs in the Special Region of Yogyakarta. The findings of this study indicate that entrepreneurial orientation is not a determining factor in competitive advantage. Product quality has a positive and significant effect on the competitive advantage of Batik MSMEs in the Special Region of Yogyakarta.
The Effect of Brand Knowledge, Electronic Word of Mouth and Product Quality on Purchasing Decisions in E-commerce Kurniawati, Lathifah; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.292

Abstract

This study aims to analyze the influence of Brand Knowledge, Electronic Word of Mouth (eWOM), and Product Quality on Purchase Decisions for Jiniso products on Shopee. The sampling technique used was purposive sampling with a total of 100 respondents. The data analysis method utilized is multiple linear regression analysis. The results show that Brand Knowledge does not have a significant effect on Purchase Decisions for Jiniso products on Shopee. Meanwhile, eWOM has a positive and significant effect on Purchase Decisions, indicating that online reviews and recommendations from other consumers can increase purchase interest. Additionally, Product Quality also has a positive and significant effect on Purchase Decisions, suggesting that consumers' perception of the quality of Jiniso products plays an important role in the decision to buy. These findings highlight the importance of eWOM and product quality in marketing strategies to enhance consumer purchase decisions.
The Effect of Hedonic Shopping Motivation, Visual Merchandising and Price Discounts on Impulsive Purchases Annisa, Annisa; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.293

Abstract

This study aims to analyze the influence of Hedonic Shopping Motivation, Visual Merchandising, and Price Discounts on impulsive purchases at Galaxy Beauty Store Yogyakarta. The sampling technique used was purposive sampling with a sample size of 100 consumers from Galaxy Beauty Store Yogyakarta. The data analysis method employed was Multiple Linear Regression analysis. The results of the study indicate that Hedonic Shopping Motivation and Visual Merchandising have a positive and significant effect on impulsive purchases. This means that higher hedonic shopping motivation and better visual merchandising are associated with an increased likelihood of impulsive buying behavior. Conversely, Price Discounts have a negative and significant effect on impulsive purchases, suggesting that discounts may actually reduce the tendency for impulsive buying. This research provides insights into the factors influencing impulsive purchasing behavior and can help in developing marketing strategies for Galaxy Beauty Store Yogyakarta.
The Impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace Prakasiwi , Linda; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.299

Abstract

This study aims to analyze the impact of E-Wom, Shopping Lifestyle, and Sales Promotion on Online Impulsive Buying of Cosmetic Products at Shopee Marketplace. The sample used was 100 respondents with a sampling technique in the form of Purposive Sampling. Based on the results of multiple linear regression analysis tests and hypothesis testing with the t test, the results of this study prove that: (1) E-Wom has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (2) Shopping Lifestyle has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee, (3) Sales Promotion has a significant positive effect on Online Impulsive Buying of Cosmetic Products at Marketplace Shopee..
The Effect of Shopping Lifestyle, Risk Perception, and Price on Purchase Decisions of Fake Luxury Bags Ringo, Vebyla Ronaria Br Siringo; Nuvriasari, Audita
Research Horizon Vol. 4 No. 3 (2024): Research Horizon - June 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.3.2024.333

Abstract

This study aims to analyze the influence of Shopping Lifestyle, Risk Perception, and Price on Purchase Decisions for Counterfeit Luxury Brands Charles and Keith Bags. The sample in this study was 100 respondents who purchased Counterfeit Luxury Brands Charles and Keith Bags online in the marketplace. The sampling technique used was purposive sampling. The data analysis tool used Multiple Linear Regression Analysis. The results of the study prove shopping Lifestyle has a positive and significant effect on purchase decisions for counterfeit luxury brands Charles and Keith bags. Risk Perception has a negative and significant effect on purchase decisions for counterfeit luxury brands Charles and Keith bags. Price has a positive and significant effect on purchase decisions for counterfeit luxury brands Charles and Keith bags.
The Effect of Green Marketing Mix, Environmental Awareness and Green Innovation on Green Purchase Intention Andika, Jiva; Nuvriasari, Audita
Research Horizon Vol. 4 No. 5 (2024): Research Horizon - October 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.5.2024.369

Abstract

This research aims to examine the impact of Green Marketing Mix, Environmental Awareness, and Green Innovation on Green Purchase Intention for Wardah Cosmetics. The study involved 100 respondents, selected using a purposive sampling technique. Through multiple linear regression analysis and hypothesis testing using the t-test, the results reveal the Green Marketing Mix does not have a significant positive effect on the intention to purchase Wardah's environmentally friendly products. This suggests that while Wardah may be incorporating green marketing elements into its strategies, these efforts alone are not a decisive factor in influencing consumers’ buying intentions toward eco-friendly products. Environmental Awareness shows a significant positive impact on consumers' intention to buy Green Wardah Cosmetics. This indicates that individuals who are more conscious of environmental issues are more likely to be motivated to purchase products that align with their ecological values, demonstrating the importance of environmental concern in shaping green purchase behavior. Green Innovation also has a significant positive influence on Green Purchase Intention. This suggests that Wardah’s efforts to innovate in sustainable ways, such as using environmentally friendly ingredients or packaging, resonate with consumers and positively affect their decision to buy.
The Effect of Green Innovation, Environmental Awareness, and Competitive Advantage on MSME Marketing Performance Sumarlin, Fawwaz Akbarrama; Nuvriasari, Audita
Research Horizon Vol. 4 No. 5 (2024): Research Horizon - October 2024
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.4.5.2024.382

Abstract

Environmental issues and the reduction of natural resources are factors for MSMEs to develop environmentally friendly products. The high level of public awareness of environmental health is one of the factors that drives changes in behavioral consistency in using green products, which of course has an impact on the marketing performance of green product MSMEs. Several factors that influence marketing performance are green innovation, environmental awareness and competitive advantage. Therefore, this study aims to analyze the influence of green innovation, environmental awareness and competitive advantage on the marketing performance of green products of MSMEs in the Special Region of Yogyakarta. The sample in this study was 45 MSMEs. The sampling technique was carried out using the non-probability sampling method, namely purposive sampling. The results of the instrument test in this study were declared valid and reliable. The results of the classical assumption test stated that the research data was normally distributed and produced a regression model that was free from multicollinearity and heteroscedasticity. The results of this study prove that green innovation has a positive and significant effect on marketing performance. Environmental awareness does not have a significant effect on marketing performance. Competitive advantage does not have a significant effect on marketing performance.
Co-Authors Ab Wahab, Nur Yuhainis Agung Prayitno Agustin, Fanny Aminah, Dewi Saiful An Arya Putra, Rendy Ananda, Inelia Putri Andika, Jiva Anief Fauzan Rozi, Anief Fauzan Anjas Kridho Asmoro Annisa Annisa Anti, Afni Yuli Arif, Ismi Nurul Artha, Galih Nindi AryaPutra, Rendy An As’ari, Hasim Atan, Valensia Febiola Awaludin Awaludin, Awaludin Azwar binti Salleh Hudin, Noraine Binti Salleh Hudin, Norlaile Bria, Lorina Budi Setiawan Cahyaningtyas, Valentina Erna Candrawati, Krisnita Danardono, Benedikta Sekar Lintang Gemelia Deriandara, Rakellita Devi, Febrimelia Dewi, Risma Vimala Surya Dian Rahayu Dita Puspita Sari, Dita Puspita Djamila, Febrianti Drakel, Febriyani Zaliyanty Dwi Wahyuprasetia Dwiyati Pujimulyani Dyan Elsiningtyas Eka Purnama Sari, Eka Purnama Eko Yulianto Elsiningtyas, Dyan Erika Martha Ayu Ningtyas Eva Yuniarti Utami Fachry Abda El Rahman Fadilah, Erlin Fauzan Rozi, Anief Fina Damayanti Fitri, Ichlasia Ainul Gita Amalia, Gita Gumirlang Wicaksono, Gumirlang Gurito, Anang Hasim As’ari Hidayati Hidayati Hudin, Norlaile Salleh Ichlasia Ainul Fitri Ilham, Muh Izzati, Fenti Tazkiya Jamiatur Rahman Jati, Virginus Mario Jeharus, Modesta Orjelina Jestin Erlangga Juliani Karina, Carreyra Cucu Krisnita Candrawati Kurniawati, Ayu Febrina Kurniawati, Lathifah kusuma, nala tri Lalu Supardin Lestari, Lyssia Putri Lestari, Monica Lufty Syofaah Mahendra, Agil Yusuf Mamdukhah, Ghina Mamonto, Bayu Bachtiar Maulida, Umi Ainun Meirida, Rosi Mubarokah, Laelaty Mukhorrobin, Ahmad Mustofa Mustofa Mustolih, Mustolih Mutaqin Akbar Nabilla, Amelia Napitupulu, Bayu Chiristian Nisa', Zahrotun Noraine Binti Salleh Hudin Norlaile Binti Salleh Hudin Nur Diana Nur Zarliani Uli Nurak, Montanus Nurjanah, Dita Tri Nurul Hidayati Oktiansyah, Sella Permadani, Fortunella Fistha Prakasiwi , Linda Pramuditya, Ahmad Muflih Pratama, Muhammad Rifqi Pratama, Rohmawan Adi Pratiwi, Nesti Purba, Catherine Adelia br Purwaningtyas, Marischa Galuh Putra, Adhitya Wisaka Putri, Suci Maharani Qomariyah, Diyah Rahayu Nur Rachmawati, Putri Agustina Rahma, Fijri Aulia Rahmadani, Erlina Diah Ramadhani, Hilwa Raswan Udjang, Raswan Reynaldi, Reynaldi Ringo, Vebyla Ronaria Br Siringo Risca Fitri Ayuni Riskiyansyah, Rahmad Rokhimi, Restiana Rosy Tabita Salwa Nur Azizah Saputra, Riski Adi Sari, Gentrin Mudiah Selvi Selvi Selvi Selvi Serlipuji Lestianengrum Shanas, Khoiriah Simanjuntak, Doan Situngkir, Ober Stepanus Dwi Nugroho Adi Sucia Eka Ayunda Sumarlin, Fawwaz Akbarrama Sumiarsih Sumiarsih, Sumiarsih Sumiyarsih, Sumiyarsih Swasti Pangestu, Brigitta Syarif, Mukhlis Naufal Tiara Tirtakusuma, Christian Johny Priyo Titik Desi Harsoyo, Titik Desi Umul Aiman Usniarti, Juli Utami, Eva Yuniarti Valentina, Dinda Putri Waruwu, Fanny Miktami Lady Taxi Wayan Sutame Wisnu Adi Yulianto Yuli Astuti Yulianto, Wahyu Yurisnawati, Septieya Zaharsah, Jauhar Zulfan Saputra Pratama Pegia