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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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The Impact of Experiential Marketing, Brand Ambassador, and Product Quality on Scarlett Whitening Customer Loyalty Rahma, Fijri Aulia; Nuvriasari, Audita
Formosa Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i7.9643

Abstract

This study examines the impact of Experiential Marketing, Brand Ambassador, and Product Quality on Customer Loyalty of Scarlett Whitening. A sample of 100 respondents was selected using purposive sampling and questionnaires. This research uses explanatory quantitative research methods. The findings of this study demonstrate that: (1) Experiential Marketing does not have a significant impact on Customer Loyalty for Scarlett Whitening, (2) Brand Ambassador has a significant and positive impact on Customer Loyalty for Scarlett Whitening, (3) Product Quality has a significant and positive impact on Customer Loyalty for Scarlett Whitening.
The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of the Batik Industry Swasti Pangestu, Brigitta; Nuvriasari, Audita
Jurnal Inovasi Global Vol. 2 No. 2 (2024): Jurnal Inovasi Global
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jig.v2i2.71

Abstract

This research is motivated by the need to understand the factors that influence the marketing performance of the batik industry in the city of Surakarta, which is one of the leading batik production centers in Indonesia. Batik not only has high cultural value but is also an important industry for the local economy, especially through Micro, Small and Medium Enterprises (MSMEs). This research aims to analyze the influence of entrepreneurial orientation, market orientation, and product innovation on the marketing performance of the batik industry in the city of Surakarta. Quantitative methods were used with the population of batik MSME actors in the city, and a sample of 100 actors was selected through purposive sampling, with the criteria of active operation for a minimum of 3 years according to Sugiyono (2015). Data was collected through a questionnaire whose validity and reliability have been tested. The results of the analysis show that entrepreneurial orientation, market orientation and product innovation play an important role in improving the marketing performance of batik MSMEs in Surakarta City. Increasing and implementing entrepreneurial and market orientation contributes significantly to marketing growth and performance. Intensive product innovation also has a positive impact on marketing performance. Therefore, a strategy that focuses on developing these three aspects is considered key for batik MSME entrepreneurs to achieve sustainable growth and improve their marketing performance. In addition, companies need to strengthen internal factors such as product innovation, service quality and operational excellence to increase efficiency, effectiveness and customer satisfaction. Alignment of marketing strategies with in-depth market analysis and superior customer service is also necessary to strengthen the position in the market.
PERILAKU INOVATIF UMKM DITINJAU DARI IKLIM SPIRITUALITAS ORGANISASI DAN PEMBELAJARAN ORGANISASI Nuvriasari, Audita; Candrawati, Krisnita
Jurnal Manajemen Vol. 12 No. 2 (2022): JURNAL MANAJEMEN VOL. 12 NO. 2 DESEMBER 2022
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26460/jm.v12i2.3523

Abstract

Innovative behavior reflects the activities carried out by individuals or groups to find solutions to a problem by finding new ideas that are applied to SMEs. Innovative behavior can have an impact on the success of MSMEs The purpose of this research is to analyze the influence of the organizational spiritual climate on the innovative behavior of MSMEs with organizational learning as a mediator. The research sample is 200 MSMEs managers in the Special Region of Yogyakarta province. The sampling technique uses purposive sampling. Based on the results of testing the hypothesis with PLS, it can be concluded that the organizational spiritual climate has a significant positive effect on the innovative behavior of MSMEs with organizational learning as a mediator.
PENGARUH KEPUASAN KERJA, KOMITMEN ORGANISASIONAL DAN JOB INSECURITY TERHADAP TURNOVER INTENTION KARYAWAN Pramuditya, Ahmad Muflih; Nuvriasari, Audita
Jurnal Manajemen Vol. 13 No. 2 (2023): JURNAL MANAJEMEN VOL. 13 NO. 2 DESEMBER 2023
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v13i2.3587

Abstract

This study aims to analyze the influence of job satisfaction, organizational cpmmitment, and job insecurity on turnover intention of employees at PT. Dwi Suira Prima object. The method used in this research is a quantitative approach. Sampling was done by non-probability sampling method using a purposive sampling technique (census) with a total of 51 respondents. The results showed that job satisfaction had a negative and significant effect on employee turnover intention, the organizational commitment had a negative and significant effect on employee turnover intention, and job insecurity had a positive and significant effect on turnover intention. Job insecurity is the most dominant variable affecting employee job satisfaction.
PENGARUH DUKUNGAN ORGANISASI, KEPUASAN KERJA DAN KOMITMEN ORGANISASI TERHADAP ORGANIZATIONAL CITIZENSHIP BEHAVIOUR Maulida, Umi Ainun; Nuvriasari, Audita
Jurnal Manajemen Vol. 13 No. 1 (2023): JURNAL MANAJEMEN VOL. 13 NO. 1 JUNI 2023
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26460/jm.v13i1.3627

Abstract

Organizational citizenship behavior (OCB) describes individual contributions that exceed the demands of roles in the workplace. OCB is needed because it can increase organizational effectiveness.This study aims to analyze the effect of organizational support, job satisfaction, and organizational commitment on the Organizational Citizenship Behavior of PT Bio 2000 Surakarta. The sample in this study was 107 respondents. The data collection technique used was a survey method with the research instrument used was a questionnaire. The results of this study prove that (1) Organizational support has a significant effect on the OCB, (2) Job satisfaction has a significant effect on the OCB, and (3) Organizational commitment has a significant effect on OCB.
PERAN EXPERIENTIAL MARKETING, KUALITAS PELAYANAN DAN MOTIVASI BELANJA DALAM MEMPENGARUHI MINAT BELI ULANG Selvi, Selvi; Nuvriasari, Audita
Jurnal Manajemen Vol. 13 No. 1 (2023): JURNAL MANAJEMEN VOL. 13 NO. 1 JUNI 2023
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v13i1.3864

Abstract

This study aims to analyze the role of experiential marketing, service quality and shopping motivation in influencing repurchase intention at X Coffee & Eatery in Yogyakarta. The method used in this research is causal associative using a quantitative approach.Sampling was done by non-probability sampling method using a purposive sampling technique with a total of 100 respondents. The results showed that experiential marketing plays a positive and significant role in influencing repurchase intention, service quality does not play a significant role in influencing repurchase interest, shopping motivation plays a positive and significant role in influencing repurchase intention.
The role of customer satisfaction in mediating the influence of customer experience and product quality on repurchase intentionThe Role of Customer Satisfaction in Mediating the Influence of Customer Experience and Product Quality on Repurchase Intention Danardono, Benedikta Sekar Lintang Gemelia; Nuvriasari, Audita
Formosa Journal of Science and Technology Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v3i6.9621

Abstract

The aim of this research is to analyze the influence of customer experience and product quality on repurchase intention with customer satisfaction as a mediator in the purchase of fashion products at Rubylicious Yogyakarta. The study was conducted by distributing questionnaires to Rubylicious Yogyakarta customers, using a quantitative approach to examine causal relationships. Data were collected through a Likert scale questionnaire from 100 respondents. The data analysis techniques used included descriptive analysis, inferential analysis, path analysis, and partial least squares. The results of the study indicate that customer experience and product quality do not have a significant effect on repurchase intention.  However, both have a positive and significant effect on customer satisfaction, which in turn has a positive and significant effect on repurchase intention. Customer satisfaction also significantly mediates the influence of customer experience and product quality on repurchase intention.
The Role of Digital Marketing, Customer Orientation, and Entrepreneurial Orientation on the Marketing Performance of Muslim Fashion SMEs in Yogyakarta. Juliani, Juliani; Nuvriasari, Audita
Formosa Journal of Science and Technology Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v3i6.9642

Abstract

This research aims to explore the impact of digital marketing, customer orientation, and entrepreneurial orientation on the marketing performance of Muslim fashion SMEs in Yogyakarta. Utilizing 40 participants as a sample and employing questionnaires as the research tool, it applies a non-probability sampling strategy. The findings of this study indicate that: First, digital marketing in the Muslim fashion sector in Yogyakarta has a positive and significant effect on marketing performance. Second, marketing performance in the Muslim fashion sector in Yogyakarta is not significantly influenced by customer orientation. Lastly, entrepreneurial orientation in the Muslim fashion sector in Yogyakarta has a positive and significant effect on marketing performance.
THE EFFECT OF GREEN INVESTMENT, GOVERNMENT POLICY, AND RESOURCE MANAGEMENT ON THE FINANCIAL PERFORMANCE OF START-UPS IN CENTRAL JAWA Utami, Eva Yuniarti; Ayuni, Risca Fitri; Nuvriasari, Audita; Uli, Nur Zarliani; Pratama, Rohmawan Adi
Jurnal Manajemen Bisnis dan Terapan Vol. 2 No. 2 (2024): MEISTER July 2024
Publisher : This journal is published by the Vocational School of Universitas Sebelas Maret.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/meister.v2i2.1640

Abstract

Indonesia, has become a hub for such start-ups, aiming for both financial success and environmental consciousness. Green investments, which fund projects with environmental benefits, play a crucial role. These investments range from adopting energy-efficient technologies to implementing sustainable supply chains, leading to long-term cost savings and improved corporate reputation.Government policy is also vital, as supportive policies in Central Java include monetary rewards, tax breaks, and assistance programs that encourage start-ups to adopt sustainable practices. Effective resource management, which optimizes the use of human, financial, and material resources, is crucial for start-ups facing limited resources and intense competition. Efficient resource management can significantly impact a start-up’s operational efficiency and financial outcomes.This study examines how green investments, government policy, and resource management collectively influence the financial success of start-ups in Central Java. Data was collected from 40 start-ups across various industries using a quantitative approach, and multiple regression analysis was performed. The results show that higher financial performance is primarily due to green investments, supportive government policies, and efficient resource management, with a positive interaction between these factors leading to significant gains. The study provides factual proof that effective resource management, sustainable practices, and compliance with government regulations are essential for successful start-up operations. It highlights the complementary effects of these elements, suggesting that a comprehensive corporate strategy enhances financial results. This study offers insights for start-ups to enhance sustainability and performance and provides recommendations for policymakers to create a supportive entrepreneurial environment.
Improving Financial Administration in Urban Perfume Point MSMEs Erika Martha Ayu Ningtyas; Nuvriasari, Audita
Asian Journal of Community Services Vol. 2 No. 12 (2023): December 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajcs.v2i12.7128

Abstract

MSMEs in running their business need to pay attention to a number of management aspects, one of which is financial management. The aim of this activity is to improve financial administration at Urban Perfume Point and increase the knowledge of Urban Perfume Point employees in recording business finances both conventionally and based on information technology. The method used is the transfer of knowledge ad technology through outreach and training activities as well as work internships. The results of the activity show that the administration of financial management at Urban Perfume Point has experienced an improvement as shown by the orderliness of business financial records.
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 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 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