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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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PERAN EXPERIENTIAL MARKETING, KUALITAS PELAYANAN DAN MOTIVASI BELANJA DALAM MEMPENGARUHI MINAT BELI ULANG Selvi; Audita Nuvriasari
MANAJEMEN DEWANTARA Vol 7 No 3 (2023): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v7i3.17018

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 Influence of Web Design, Ease of Use, and Security on BNI Mobile Banking Customer Satisfaction Jestin Erlangga; Audita Nuvriasari
Indonesian Journal of Business Analytics Vol. 3 No. 6 (2023): December 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i6.5728

Abstract

This study aims to analyze the effect of web design, ease of use, and security on BNI mobile banking user satisfaction. The population in this study are BNI bank customers who actively use BNI mobile banking services and BNI customers who live in the Yogyakarta area, using purposive sampling. This study uses 100 samples. The data collection technique used was a survey method with the research instrument used being a questionnaire with a Likert scale. The results of this research analysis show that: (1) web design has a positive and significant effect on customer satisfaction, (2) ease of use has a positive and significant effect on customer satisfaction, and (3) security has a positive and significant effect on customer satisfaction.
PENGARUH E-MARKETING, KEPERCAYAAN KONSUMEN DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN ONLINE PRODUK FASHION DI MARKETPLACE SHOPEE DI YOGYAKARTA Tiara; Audita Nuvriasari
Jurnal Ekonomi Dan Bisnis Vol 17 No 2 (2023): JEB Vol 17 No 2 Juli 2023
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v17i2.37

Abstract

This study aims to analyze influence of e-marketing, consumer trust, and e-WOM on online purchasing decisions fashion products in the Shopee marketplace. This research was conducted with a quantitative approach. Primary data collection was carried out by distributing questionnaires to a sample 100 respondents at least 17 years old and purchasing fashion products online in the Shopee marketplace for the past 1 year during which this research was conducted. The results of the Instrument Test stated that the data in this study were valid and reliable on The results of the Classical Assumption Test stated that the data in this study were normally distributed and produced a regression model that was free from multicollinearity and heteroscedasticity. The results of this study indicate that e-marketing has a positive and significant effect on online purchasing decisions fashion products in the Shopee marketplace with a significance level of 0.000 < 0.05. Consumer trust has no positive or significant effect on online purchasing decisions fashion products in the Shopee marketplace with a greater significance level of 0.997 > 0.05. Then e-WOM has a positive and significant effect on online purchasing decisions fashion products in the Shopee marketplace with a significance level of 0.009 <0.05.
PERAN PERCEIVED VALUE, KEPERCAYAAN, DAN KEPUASAN PELANGGAN PADA LOYALITAS PELANGGAN PENGGUNA JASA EKSPEDISI “ANTERAJA” DI YOGYAKARTA Wayan Sutame; Audita Nuvriasari
Jurnal Ekonomi Dan Bisnis Vol 17 No 2 (2023): JEB Vol 17 No 2 Juli 2023
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v17i2.43

Abstract

This study aims to analyze the effect of Perceived Value, Trust, and Customer Satisfaction on Customer Loyalty of Anteraja expedition services in Yogyakarta. The sample in this study were 100 respondents who had used Anteraja's shipping services. The data collection technique used was a survey method with the research instrument used was a questionnaire. Instrument test results stated that the data in this study proved valid and reliable. In the Classical Assumption Test stated in this study is normally distributed and produces a regression model that is free from multicollinearity and heteroscedasticity. The results of this study prove that: (1) Perceived Value has a positive and significant effect on Customer Loyalty on Anteraja expedition services in Yogyakarta, (2) Trust has a positive and significant effect on Customer Loyalty on Anteraja expedition services in Yogyakarta, (3) Customer Satisfaction has a positive effect and significant to Customer Loyalty on Anteraja expedition services in Yogyakarta. These results have implications for supporting previous literature studies which state that customer loyalty is influenced by perceived value, trust and customer satisfaction. The findings of this study have implications for Anteraja shipping company in Yogyakarta in studying the level of customer loyalty and this research is expected to be a reference for companies in designing marketing strategies to increase customer loyalty.
PENGARUH PRODUCT KNOWLEDGE, EWOM, DAN KESADARAN MEREK TERHADAP MINAT PRODUK FASHION DI MARKETPLACE SHOPEE Simanjuntak, Doan; Nuvriasari, Audita
JURNAL EKONOMIKA Volume 15, Nomor 01, Januari 2024
Publisher : Universitas Borneo Tarakan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35334/jek.v0i0.4119

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Product knowledge¸Electronic Word of Mouth, dan Kesadaran Merek terhadap Minat Beli Online produk fashion Roughneck1991 di marketplace Shopee. Sampel dalam penelitian ini adalah 100 responden yang tertarik melakukan pembelian produk fashion Roughneck1991 secara online di marketplace Shopee. Teknik pengambilan sampel menggunnakan purposive sampling dengan instrument penelitian yang digunakan adalah kuesioner. Berdasarkan hasil analisis regresi linear berganda dan uji hipotesa, maka hasil penelitian ini membuktikan bahwa: (1) Product knowledge berpengaruh positif dan signifikan terhadap minat beli produk fashion Roughneck1991 di marketplace Shopee. (2) Electronic word of mouth tidak berpengaruh signifikan terhadap minat beli produk fashion Roughneck1991 di marketplace Shopee. (3) Kesadaran merek tidak berpengaruh signifikan terhadap minat beli produk fashion Roughneck1991 di marketplace Shopee.
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.
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