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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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Pengaruh Green Brand Image, Environmental Knowledge, Dan Green Perceived Value Terhadap Niat Beli Hijau Di Coffee Shop Fore Coffee Sari, Dita Puspita; Nuvriasari, Audita
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 1 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i1.3995

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Green Brand Image, Environmental Knowledge, dan Green Perceived Value terhadap niat beli hijau di coffee shop Fore Coffee. Sampel dalam penelitian ini adalah 100 responden yang memiliki niat beli pada produk hijau di coffee shop Fore Coffee yang ditentukan dengan teknik berupa purposive sampling. Hasil peneltitian ini membuktikan bahwa: (1) Green Brand Image berpengaruh positif dan signifikan terhadap niat beli hijau di coffee shop Fore Coffee. (2) Environmental Knowledge tidak berpengaruh signifikan terhadap niat beli hijau di \ Fore Coffee. (3) Green Perceived Value berpengaruh positif dan signifikan terhadap niat beli hijau di coffee shop Fore Coffee
The Role of Customer Orientation, Competitor Orientation, and Marketing Strategy on Marketing Performance Coffee Shop & Coworking Space in Yogyakarta Sella Oktiansyah; Audita Nuvriasari
Journal of Indonesian Management Vol. 5 No. 1 (2025): March
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v5i1.2118

Abstract

This research aims to analyze the role of Customer Orientation, Competitor Orientation, and Marketing Strategy on the Marketing Performance of Coffee Shop & Coworking Space in Yogyakarta. The sample in this study were 40 respondents. The sampling technique used a non-probability sampling method with the research instrument used was a questionnaire. The results of the instrument test state that the data in this study are proven to be valid and reliable. The classical assumption test states that the data in this study are normally distributed and produce a regression model that is free from multicollinearity and heteroscedasticity. The findings of the results of this study prove that: (1) Customer Orientation has a positive and significant effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta, (2) Competitor Orientation has no effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta, (3) Marketing strategy has no effect on the marketing performance of Coffee Shop & Coworking Space in Yogyakarta.
Pengaruh Customer Value, Kualitas Layanan, dan Persepsi Harga Terhadap Pembelian Ulang di Super Dazzle Gejayan Rosy Tabita; Audita Nuvriasari
Jurnal Perilaku dan Strategi Bisnis Vol. 13 No. 1 (2025): Februari
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/6r5vf463

Abstract

This study aims to analyze the effect of Customer Value, Service Quality, and Price Perception on Re-Purchasing at Super Dazzle Gejayan. This research uses an explanatory research type with a quantitative approach. The sampling technique employed is nonprobability sampling, with a total sample of 100 respondents who have shopped at Super Dazzle Gejayan. Data were collected using a questionnaire. Data analysis was conducted using descriptive analysis and inferential analysis with multiple linear regression methods. The results of this study indicate that: (1) Customer Value has a significant positive effect on Re-Purchasing, (2) Service Quality has a significant positive effect on Re-Purchasing, (3) Price Perception has no significant effect on Re-Purchasing
Pengaruh Green Marketing Mix, Green Perceived Value, dan Citra Diri terhadap Keputusan Pembelian Skincare N’pure di Yogyakarta Debrina Cecilia Syahwa; Audita Nuvriasari
Journal Social Society Vol. 6 No. 2 (2026): April - Juni 2026
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.6.2.2026.1059

Abstract

Urgensi penelitian ini didasari oleh meningkatnya kesadaran konsumen terhadap produk ramah lingkungan serta semakin ketatnya persaingan industri skincare hijau, sehingga diperlukan pemahaman mengenai faktor-faktor yang mampu mendorong keputusan pembelian produk berorientasi lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing mix, green perceived value, dan citra diri terhadap keputusan pembelian skincare N’Pure di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan instrumen penelitian berupa kuesioner berskala Likert. Teknik pengumpulan data dilakukan secara online melalui penyebaran kuesioner kepada 100 responden yang merupakan mahasiswa pengguna produk N’Pure di Daerah Istimewa Yogyakarta, dengan teknik pengambilan sampel purposive sampling. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, analisis regresi linear berganda, dan uji koefisien determinasi (Adjusted R²). Hasil penelitian menunjukkan bahwa green marketing mix tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan green perceived value dan citra diri berpengaruh positif dan signifikan terhadap keputusan pembelian skincare N’Pure. Nilai Adjusted R² sebesar 0,551 menunjukkan bahwa ketiga variabel independen berkontribusi sebesar 55,1% terhadap keputusan pembelian, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Temuan ini mengindikasikan bahwa persepsi nilai hijau serta kesesuaian citra diri konsumen dengan citra merek merupakan faktor penting dalam mendorong keputusan pembelian produk skincare ramah lingkungan. Berdasarkan hasil tersebut, N’Pure disarankan untuk memperkuat green perceived value dan citra merek melalui strategi komunikasi yang lebih emosional, autentik, relevan dengan gaya hidup konsumen, dan menekankan komitmen keberlanjutan.
Scoping Review Dampak Flash Sale dan Live Streaming terhadap Perilaku Impulsive Buying pada E-Commerce Valentina Febri Dzulhiya Sisdi; Audita Nuvriasari; Ardha Fiki Nikmatul Maula; Alimatus Sahrah
EduInovasi:  Journal of Basic Educational Studies Vol. 6 No. 2 (2026): EduInovasi:  Journal of Basic Educational Studies
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/edu.v6i2.12804

Abstract

This article aims to analyze and map previous studies that examine the influence of flash sale and live streaming promotion strategies on impulse buying behavior within e-commerce platforms in Indonesia. This study uses a scoping review approach by analyzing 10 empirical studies published between 2021 and 2026. The analysis shows that flash sales play a significant role in encouraging impulse purchases by creating a sense of urgency and scarcity. Meanwhile, interactivity stimuli from live streaming elevates consumer arousal, thereby increasing impulsive buying tendencies. These findings suggest that combining live streaming with flash sales in contemporary e-commerce ecosystems can mutually enhance each strategy’s effectiveness. This review aims to provide a comprehensive overview of research trends, gaps in existing literature, and potential directions for future studies. The mapped findings are intended to serve as a reference for e-commerce practitioners in developing more effective and sustainable marketing strategies aligned with consumer behavior.
Kontribusi Kualitas produk, Inovasi Pemasaran, dan Strategi Harga dalam Menciptakan Keunggulan Bersaing UMKM Gerabah Daerah Istimewa Yogyakarta Kurniawati Kurniawati; Audita Nuvriasari
Journal Social Society Vol. 5 No. 2 (2025): Juli - Desember 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.2.2025.855

Abstract

Ketatnya Persaingan bisnis pada umkm mendorong pelaku usaha untuk mampu menciptakan jeunggulan bersaing guna mempertahankan eksistensinya pada situasi pasar yang semakin dinamis. Penelitian ini bertujuan untuk menguji pengaruh Kualitas Produk, Inovasi Pemasaran, dan Strategi Harga,  terhadap Keunggulan Bersaing UMKM Gerabah di Daerah Yogyakarta. UMKM berperan penting dalam perekonomian Indonesia, terutama dalam kerajinan tradisional seperti gerabah. Dengan jumlah UMKM gerabah yang mencapai 300 unit di Kasongan. Penelitian ini menggunakan jenis penelitian kuantitatif. Penenentuan Sampel menggunakan teknik purposive sampling dengan julmah sampel sebanyak 75 pimpinan/penanggungjawab/pemilik UMKM Gerabah di Daerah Istimewa Yogyakarta. Pengumpulan data menggunkan kuesioner yang didistribusikan kepada responden. Teknik analisis data menggunakan regresi linier berganda. Hasil studi menunjukkan bahwa kualitas produk tidak berdampak signifikan terhadap keunggulan bersaing. Sebaliknya inovasi pemasaran dan strategi harga berpengaruh positif dan signifikan secara statistik terhadap peningkatan keunggulan  bersaing. Temuan ini menegaskan bahwa inovasi pemasaran dan strategi harga merupakan faktor penting dalam menciptakan keunggulan bersaing UMKM Gerabah di Daerah Istimewa Yogyakarta.
Peran Digital Marketing, Kapabilitas Pemasaran, dan Inovasi Hijau terhadap Kinerja Pemasaran UMKM Batik Pewarna Alami di Daerah Istimewa Yogyakarta R. Dezinta Wilis Widiyaningrum; Audita Nuvriasari
Journal Social Society Vol. 5 No. 2 (2025): Juli - Desember 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.2.2025.862

Abstract

Berkembangnya isu lingkungan seperti pemanasan global dan perubahan iklim menjadi salah satu hal yang mendorong munculnya permintaan produk yang lebih ramah lingkungan. Fenomena tersebut menjadi salah satu pertimbangan bagi pelaku bisnis pada skala UMKM dalam menghasilkan produk hijau. Penelitian ini bertujuan untuk menganalisis peran digital marketing, kapabilitas pemasaran, dan inovasi hijau terhadap kinerja pemasaran UMKM Batik Pewarna Alami di Daerah Istimewa Yogyakarta. Teknik sampling menggunakan purposive sampling dengan jumlah sampel sebanyak 100 pimpinan atau pemilik UMKM batik pewarna alami di Daerah Istimewa Yogyakarta. Analisis data memanfaatkan alat statistik inferensial yang berupa Analisis Regresi Linear Berganda. Hasil penelitian ini membuktikan bahwa pengaruh digital marketing terhadap kinerja pemasaran hasil uji t diperoleh nilai t hitung sebesar 4,616 > dari t tabel 1,671, maka dapat disimpulkan bahwa variabel digital marketing berpengaruh positif dan signifikan terhadap kinerja pemasaran UMKM batik pewarna alami di Daerah Istimewa Yogyakarta. Kemudian, pengaruh kapabilitas pemasaran terhadap kinerja pemasaran hasil uji t diperoleh nilai t hitung sebesar 0,159 < dari t tabel 1,671, maka dapat disimpulkan bahwa variabel kapabilitas pemasaran tidak berpengaruh signifikan terhadap kinerja pemasaran UMKM batik pewarna alami di Daerah Istimewa Yogyakarta. Pengaruh inovasi hijau terhadap kinerja pemasaran hasil uji t diperoleh nilai t hitung sebesar 3,354 > dari t tabel 1,671 maka dapat disimpulkan bahwa variabel inovasi hijau berpengaruh positif dan signifikan terhadap kinerja pemasaran UMKM batik pewarna alami di Daerah Istimewa Yogyakarta.
Peran Social Media Influencer dan User-Generated Content dalam Pembentukan Kepercayaan Konsumen: A Scoping Review Risa Dias Wandari; Audita Nuvriasari; Varanova Libels Percinka; Siti Ghoitsa Zahira Shofa; Alimatus Sahrah
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.701

Abstract

Perkembangan pemasaran digital telah meningkatkan peran Social Media Influencer (SMI) dan User-Generated Content (UGC) sebagai sumber informasi utama dalam membentuk kepercayaan konsumen (consumer trust). Meskipun demikian, hasil penelitian mengenai kontribusi kedua faktor tersebut masih menunjukkan temuan yang beragam sehingga diperlukan sintesis literatur yang komprehensif. Penelitian ini bertujuan untuk memetakan perkembangan penelitian serta mensintesis bukti empiris mengenai peran SMI dan UGC dalam pembentukan consumer trust. Penelitian menggunakan metode scoping review dengan mengadaptasi kerangka kerja Arksey dan O'Malley serta mengikuti pedoman Preferred Reporting Items for Systematic Reviews and Meta-Analyses Extension for Scoping Reviews (PRISMA-ScR). Proses pencarian literatur dilakukan melalui Google Scholar menggunakan search string yang telah disempurnakan. Setelah proses identifikasi, penyaringan, dan seleksi berdasarkan kriteria inklusi dan eksklusi, diperoleh 20 artikel yang memenuhi syarat untuk dianalisis. Hasil sintesis menunjukkan bahwa penelitian mengenai topik ini mengalami peningkatan selama periode 2021-2025 dengan dominasi penelitian di kawasan Asia dan penggunaan platform TikTok serta Instagram. Selain itu, kredibilitas Social Media Influencer yang mencakup expertise, trustworthiness, authenticity, dan hubungan parasosial berperan dalam membangun kepercayaan awal konsumen, sedangkan User-Generated Content melalui ulasan pelanggan, electronic word-of-mouth (eWOM), dan pengalaman pengguna berfungsi sebagai validasi sosial yang memperkuat kepercayaan sebelum keputusan pembelian dilakukan. Temuan penelitian menunjukkan bahwa pembentukan consumer trust merupakan hasil integrasi antara kredibilitas sumber informasi dan validasi sosial. Penelitian ini juga mengidentifikasi peluang penelitian pada virtual influencer, AI-generated content, studi lintas budaya, serta penggunaan pendekatan mixed methods dan longitudinal sebagai arah pengembangan penelitian di masa mendatang.
Optimization of Bookkeeping and Transaction Recording Systems to Improve Financial Quality in Sogga Batik UMKM Rosita Rahayu; Audita Nuvriasari
ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat Vol. 10 No. 2 (2025): ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/abdimastalenta.v10i2.19534

Abstract

The internship at Sogga Batik aims to help optimize the bookkeeping and transaction recording system to improve the quality of business finances. Sogga Batik, located in Krebet Tourism Village RT 04, Sendangsari, Pajangan, Bantul, Yogyakarta Special Region, is an MSME that produces and markets cloth batik, wood batik, and ecoprint. However, the financial management of this business still faces several obstacles, such as the absence of standardized recording guidelines, financial records that are not in accordance with standards and the lack of use of digital technology. Through this internship program, students contribute by developing SOPs for financial records, providing training based on the Financial Accounting Standards for Micro, Small and Medium Entities (SAK EMKM) and assisting in the implementation of a digital financial recording system. The internship also includes the development of promotional media such as product catalogs to improve marketing. The results of this program are expected to have a positive impact on Sogga Batik, including recording efficiency, improving the accuracy of financial statements, and expanding market reach through better promotion. This activity not only improves students' ability in theory application, but also supports the development of local culture-based MSMEs as an effort to preserve traditional heritage.
Digitalization In The Financial Statements: Study In Trini Karya Social Business Awan Santosa; Rina Dwiarti; Audita Nuvriasari; Eno Casmi; Mohd Fadhil Harfiez Abdul Muttalib
International Journal Of Community Service Vol. 2 No. 1 (2022): February 2022 (Indonesia - Malaysia - Philippines)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v2i1.71

Abstract

Trini Karya is one of the driving forces for the family economy in the Trini hamlet whose existence must be supported by intellectuals so that its business continues to develop and grow. Mercu Buana University Yogyakarta is one of the campuses that has contributed tothe development of Trini Karya through service programs. This service aims to be able to help describe the problems that occur in the Trini Karya Business Unit, where one of the problems that arise is problems in the field of financial reporting. In the Trini Karya business unit, the problems are unstructured financial reporting, knowledge of financial reports and the ability of Trini Karya members to perform digital financial reports. Based on these problems, several things that can be a solution are to disseminate information about making financial reports simpler so that Trini Karya members can easily understand how to make financial reports. In addition, Trini Karya members or management are also given socialization regarding the use of digital financial reports, the goal is to use digital financial reports, which are expected to be able to make financial reports easier and more structured. After that, members and administrators are given training on the practice of making financial reports and making financial reports digitally using software that can be accessed by members or administrators of Trini Karya. After that, assistance was provided to the Trini Karya management in relation to digital financial reporting. The expected output target of this program is, it is hoped that Trini Karya will be able to make digital financial reports more accurately, structured and well-scheduled.
Co-Authors Ab Wahab, Nur Yuhainis Aditya Sunny Agung Prayitno Alimatus Sahrah 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 Ardha Fiki Nikmatul Maula Artha, Galih Nindi AryaPutra, Rendy An As’ari, Hasim Atan, Valensia Febiola Awaludin Awaludin, Awaludin Awan Santosa Azwar Bayu Agung Widyanto Bria, Lorina Budi Setiawan Cahyaningtyas, Valentina Erna Candrawati, Krisnita Danardono, Benedikta Sekar Lintang Gemelia Debrina Cecilia Syahwa Deriandara, Rakellita Devi, Febrimelia Dewi, Risma Vimala Surya Dhiya Wahyuni Sarean Dian Rahayu Dita Puspita Sari, Dita Puspita Djamila, Febrianti Drakel, Febriyani Zaliyanty Dwi Wahyuprasetia Dwiyati Pujimulyani Dyan Elsiningtyas Eka Purnama Sari, Eka Purnama Elsiningtyas, Dyan Eno Casmi Erika Martha Ayu Ningtyas Eva Yuniarti Utami Eva Yuniarti Utami Fachry Abda El Rahman Fadilah, Erlin Fauzan Rozi, Anief Fina Damayanti Fitri, Ichlasia Ainul Frisca Octavia Galih Wibowo Ginting, Ayu Rifqi Indah Br Gita Amalia, Gita Gumirlang Wicaksono, Gumirlang Gurito, Anang Hasim As’ari Hidayati Hidayati Hudin, Norlaile Salleh Ichlasia Ainul Fitri Ilham, Muh Isnaini, Nurul Lisa Izzati, Fenti Tazkiya Jamiatur Rahman Jati, Virginus Mario Jeharus, Modesta Orjelina Jestin Erlangga Juliani Karina, Carreyra Cucu Krisnita Candrawati Kurniawati Kurniawati Kurniawati, Ayu Febrina Kurniawati, Lathifah kusuma, nala tri Lalu Supardin Lestari, Lyssia Putri Lestari, Monica Licu Lufty Syofaah Mahendra Manurung Mahendra, Agil Yusuf Mamdukhah, Ghina Mamonto, Bayu Bachtiar Maulida, Umi Ainun Meirida, Rosi Mohd Fadhil Harfiez Abdul Muttalib Mubarokah, Laelaty Muchammad Prasetyo Wahyu Wiseso Mukhorrobin, Ahmad Mustofa Mustofa Mustolih, Mustolih Mutaqin Akbar Nabilla, Amelia Nandito Limor 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 Pratiwi, Nesti Purba, Catherine Adelia br Purwaningtyas, Marischa Galuh Putra, Adhitya Wisaka Putri, Suci Maharani Qomariyah, Diyah Rahayu Nur R. Dezinta Wilis Widiyaningrum Rachmawati, Putri Agustina Rahma, Fijri Aulia Rahmadani, Erlina Diah Ramadhani, Hilwa Raswan Udjang, Raswan Reynaldi, Reynaldi Rina Dwiarti Ringo, Vebyla Ronaria Br Siringo Risa Dias Wandari Risca Fitri Ayuni Riskiyansyah, Rahmad Rohmawan Adi Pratama Rokhimi, Restiana Rosita Rahayu Rosy Tabita Salwa Nur Azizah Saputra, Riski Adi Sari, Gentrin Mudiah Sella Oktiansyah Selvi Selvi Selvi Selvi Serlipuji Lestianengrum Simanjuntak, Doan Siti Ghoitsa Zahira Shofa Situngkir, Ober Stepanus Dwi Nugroho Adi Suci Ramayani Marbun Sucia Eka Ayunda Sumarlin, Fawwaz Akbarrama Sumiarsih Sumiarsih, Sumiarsih Sumiyarsih, Sumiyarsih Susilo, Diaz Fahmi Zakiy Swasti Pangestu, Brigitta Syarif, Mukhlis Naufal Tiara Tirtakusuma, Christian Johny Priyo Titik Desi Harsoyo, Titik Desi Umul Aiman Usniarti, Juli Utami, Eva Yuniarti Valentina Febri Dzulhiya Sisdi Valentina, Dinda Putri Varanova Libels Percinka Waruwu, Fanny Miktami Lady Taxi Wayan Sutame Wisnu Adi Yulianto Yuli Astuti Yulianto, Wahyu Yurisnawati, Septieya Zahra, Alimatus Zulfan Saputra Pratama Pegia