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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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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.
Pengaruh Product Involvement, Kualitas Produk, dan Citra Merek Terhadap Loyalitas Merek skincare ”Herborist” Nabilla, Amelia; Nuvriasari, Audita
Jurnal Pendidikan Tambusai Vol. 7 No. 3 (2023): Desember 2023
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v7i3.10872

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh product involvement, kualitas produk, dan citra merek terhadap loyalitas merek skincare Herborist. Sampel dalam penelitian ini berjumlah 100 responden dan teknik pengambilan sampel menggunakan purposive sampling. Teknik pengumpulan data yang digunakan adalah metode survei dengan alat pengumpulan data yang digunakan yaitu kuesioner. Hasil uji instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Hasil penelitian ini membuktikan bahwa product involvement tidak berpengaruh signifikan terhadap loyalitas merek skincare Herborist, sedangkan kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap loyalitas merek skincare Herborist. Hasil ini membawa implikasi bagi peneliti selanjutnya untuk mengkaji perilaku konsumen pada beragam produk skincare Herborist. Temuan penelitian ini membawa implikasi bagi produsen produk skincare Herborist untuk merumuskan strategi yang mempengaruhi loyalitas merek.
The Effects Of Customer Orientation, Competitor Orientation, And Promotion On The Marketing Performance Of Logistics Companies In Surakarta City Utami, Eva Yuniarti; Nuvriasari, Audita
International Journal of Social Service and Research Vol. 3 No. 6 (2023): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v3i6.421

Abstract

This study aims to explore the effects of customer orientation, competitor orientation, and promotion on marketing performance of logistics companies in Surakarta City. The research design employed a quantitative approach, utilizing a sample population of micro, small and medium-sized enterprises (MSMEs) in the expeditions or courier services sector. Data collection involved questionnaires and secondary data obtained from the Departement of Cooperatives, MSMEs, and Industry in Surakarta City. Descriptive statistics and regression analysis were used to analyze the data. The result of hypothesis testing revealed that customer orientatiom, competitor orientation, and promotion did not have a significant effect on the marketing performance of expedition services companies in Surakarta City. These findings contribute to the existing body knowledge and provide practical implications for logistics companie in Surakarta City to enhance their marketing strategies and overall performance. In conclusion, customer orientation, competitor oerientation, and promotion were found to be insignificant factors influencing the market performanceof logistics companies in Surakarta City. This reserach highlights the need for tailored strategies and futher investigations in the logistics industry. The implications of these findings provide insights for policy and practical in enhancing marketing strategies and suggest avenues for future studies in this context.
PENGARUH PROMOSI, MOTIVASI BELANJA HEDONIS DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DI MATAHARI DEPARTMENT STORE-HARTONO MALL YOGYAKARTA Nisa', Zahrotun; Nuvriasari, Audita
Jurnal Ekonomi Dan Bisnis Vol 16 No 3 (2022): JEB Vol 16 No 3 November 2022
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v18i3.21

Abstract

This study aims to analyze Promotion, Hedonic Shopping Motivation and Store Atmosphere on Impulse Buying at Matahari Department Store-Hartono Mall Yogyakarta. The sample in this study were 100 respondents who were making purchases at Matahari Department Store-Hartono Mall Yogyakarta. 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 Assumptions Test it was stated that the data in this study were normally distributed and produced a regression model that was free from multicollinearity, heteroscedasticity, and autocorrelation. The results of this study prove that: (1) Promotion has no significant effect on Impulse Buying at Matahari Department Store-Hartono Mall Yogyakarta, (2) Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying at Matahari Department Store-Hartono Mall Yogyakarta, (3) Store Atmosphere has no significant effect on Impulse Buying at Matahari Department Store-Hartono Mall Yogyakarta, (4) Promotion, Hedonic Shopping Motivation and Store Atmosphere simultaneously have a positive and significant effect on Impulse Buying at Matahari Department Store-Hartono Mall Yogyakarta. These results have implications for future researchers to use variables other than Promotion and Store Atmosphere in order to enrich what factors influence Impulse Buying. The findings of this study have implications for companies to create more attractive promotional programs and redesign store atmospheres so as to be able to influence consumer impulse buying. Key Word: Promotion, Hedonic Shopping Motivation, Store Atmosphere, Impulse Buying
Managing Online Promotion Media to Enhance Marketing Performance of Batik Bag Crafting Sme ‘Batika Indonesia’ in Yogyakarta Harsoyo, Titik Desi; Nuvriasari, Audita; Kusuma, Nala Tri
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 3, No 2 (2024): July 2024
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v3i2.3678

Abstract

This community service is carried out in Batika Indonesia, a SME in Yogyakarta which produces mainly batik handmade bags. It is located on Jl. Matraman No.4-24, Nanggulan, Maguwoharjo, Yogyakarta. As the potential crafting company in Yogyakarta, Batika Indonesia faces high competition. This condition requires Batik Indonesia to increase its marketing performance through managing online promotion media. Based on the situation analysis, it was found some problems in online promotion, namely the lack of management of online promotion media. Therefore, the purpose of this community service activity is to help partner to solve the problems through three programs. First, update the website content to enhance the website appearance with more attractive and informative content. Second, provide training to advance the management of online promotion media mainly focus on Instagram and TikTok. Third, make e-catalogue to provide customer a more informative and complete file to make it easier and faster for customers to find information about the latest products. The training is expected to increase partner’s knowledge and skills regarding managing online promotion media. Finally, it will help Batika Indonesia to improve its marketing performance. It is hoped that there will be continuity of the trainings where partner can implement and develop online promotion media in the future.
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.
The Mediation Role of Consumer Satisfaction on the Influence of Experiental Marketing and Price Perception on Repeat Purchase Interest at Kopi Klotok Kaliurang Yogyakarta Dewi, Risma Vimala Surya; Nuvriasari, Audita
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 4, No 1 (2025): January 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v4i1.4983

Abstract

This research aims to analyze the mediating role of consumer satisfaction on the influence of experiential marketing and price perception on repurchase interest in Kopi Klotok Kaliurang Yogyakarta. The sample in this research was 100 respondents using a non-probability sampling method with the research instrument used was a questionnaire. The instrument test results stated that the data in this study was proven to be valid and reliable. The results of the AVE value show that the convergent test meets the required criteria. The results of this research prove that: (1) Experiential marketing has a positive and significant effect on repurchase interest at Kopi Klotok Kaliurang Yogyakarta. (2) Price perception has a positive and significant effect on repurchase interest at Kopi Klotok Kaliurang Yogyakarta. (3) Consumer satisfaction has a positive and significant effect on repurchase interest at Kopi Klotok Kaliurang Yogyakarta. (4) Experiential marketing has a positive and significant effect on consumer satisfaction at Kopi Klotok Kaliurang Yogyakarta. (5) Price perception has a positive and significant effect on consumer satisfaction at Kopi Klotok Kaliurang Yogyakarta. (6) Consumer satisfaction is able to positively mediate the influence of experiential marketing on repurchase interest at Kopi Klotok Kaliurang Yogyakarta. (7) Consumer satisfaction is able to mediate price perceptions on repurchase interest at Kopi Klotok Kaliurang Yogyakarta.
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 Fadhi, Taufik Nur Fadilah, Erlin Fauzan Rozi, Anief Fina Damayanti Fitri, Ichlasia Ainul Gita Amalia, Gita Grefanti, Risa 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 Saputra, Yohanes Agus 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 Syahwa, Debrina Cecilia 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