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Audita Nuvriasari
Universitas Mercu Buana Yogyakarta
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Strategi Pemasaran Berbasis Sosial Media Guna Peningkatan Penjualan Di Toko Bangunan Umbul Rejeki Awaludin, Awaludin; Nuvriasari, Audita
Jurnal Pengabdian Masyarakat Terapan Vol 1 No 1 (2024): JUPITER April 2024
Publisher : Informatika, Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20884/1.jupiter.1.1.16

Abstract

Teknologi dan informasi mempunyai pengaruh yang kuat terhadap perkembangan dunia usaha. Termasuk bagian pemasaran yang harus dikuasai dalam bidang bisnis apapun. Pemasaran digital merupakan salah satu media pemasaran yang banyak diminati masyarakat dalam menunjang berbagai aktivitas. Permasalahan pada Toko Bangunan Umbul Rejeki (UBER) adalah kurangnya pengetahuan mengenai digital marketing. Solusi untuk mengatasi permasalahan tersebut adalah dengan membuat beberapa program yang mudah dilaksanakan namun dapat memberikan dampak yang signifikan bagi Toko Bangunan Umbul Rejeki (UBER), seperti sosialisasi digital marketing, optimalisasi Instagram dan facebook, serta pembuatan katalog produk yang dijual. Metode yang dilakukan dalam pengabdian masyarakat ini antara lain melakukan praktik kerja oleh mahasiswa, wawancara, observasi serta dokumentasi langsung di lapangan. Hasil dari kegiatan pengabdian masyarakat ini antara lain telah dilakukan sosialisasi mengenai digital marketing, pengaktifan kembali Instagram yang ada dan membuat akun Facebook,  serta pembuatan katalog produk-produk yang dijual di Toko Bangunan Umbul Rejeki.
Study of Innovative Behavior in Terms of Leadership Roles, Organizational Culture and Knowledge Sharing Cahyaningtyas, Valentina Erna; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 2 (2024): February 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i2.7865

Abstract

The purpose of this research is to examine creative behavior through the lenses of leadership responsibilities, company culture, and information exchange. In this research, 117 participants were surveyed. The study tool used is a questionnaire, and the data gathering approach is a survey method. Data analysis in SmartPLS 3.2 makes use of the outer model, inner model, and hypothesis testing. Leadership does not have a major impact on innovative behavior, according to the study's conclusions. However, organizational culture does, and knowledge sharing also has a good and significant influence.
The Influence of Work Environment and Workload on Job Satisfaction and its Impact on Employee Loyalty Usniarti, Juli; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 2 (2024): February 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i2.8293

Abstract

The purpose of this study was to analyze the effect of work environment and workload on job satisfaction and its impact on employee loyalty of PT Erhsali Mitra Investama. The research sample was 44 employees. The data analysis technique uses SEM with smartPLS 4.0 software. The results of the study prove that: (1) Environment has no significant effect on employee loyalty, (2) Work environment has a positive and significant effect on job satisfaction, (3) Workload has no significant effect on employee loyalty, (4) Workload has a positive and significant effect on employee job satisfaction, (5) Job satisfaction has a positive and significant effect on employee loyalty, (6) Job satisfaction significantly mediates the effect of work environment on employee loyalty, (7) Job satisfaction does not significantly mediate the effect of workload on employee loyalty. The results showed that job satisfaction has a significant influence on employee loyalty. However, through the mediation test, it was found that job satisfaction does not serve as a significant mediator in the relationship.
The Influence of Hedonic Shopping Motivation, Product Knowledge, and E-Wom on Impulsive Purchase of Eiger Products in the Shopee Marketplace Pratama, Muhammad Rifqi; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 2 (2024): February 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i2.8310

Abstract

The current development of the internet is not only a medium for information and communication, but the internet can fulfill people's desires for practical shopping, namely online shopping. One of the developments of the internet in shopping is the emergence of e-commerce. However, with the emergence of e-commerce, we still have to be wary of the emergence of impulse buying, which is a condition that occurs when individuals experience a sudden feeling of urgency that cannot be resisted. Several factors cause the emergence of impulse buying, including; (1) Hedonic Shopping Motivation; (2) Product Knowledge; and (3) Electronic Word of Mouth (E-WoM). So this research aims to find out how Hedonic Shopping Motivation, Product Knowledge, and (E-WoM) influence partial impulse buying of Eiger products in the Shopee marketplace. This research uses a quantitative research method, with a purposive sampling technique to produce 100 respondents. The data analysis was carried out using multiple linear regression, which then analyzed the hypothesis based on the t-test. The results obtained are that Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying, Product Knowledge has a positive.
The Influence of Digital Marketing, Marketing Innovation and Competitor Orientation on the Marketing Performance of Bamboo Crafts MSMEs in Yogyakarta Fadilah, Erlin; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i5.9571

Abstract

The aim of this research is to determine the influence of digital marketing, marketing innovation, and competitor orientation on the marketing performance of bamboo craft MSMEs in Yogyakarta. By using a questionnaire and a non-probability sampling approach, the research sample consisted of 81 respondents. Based on the Instrument Test findings, the research data turned out to be accurate and genuine. The data in this study was proven to be normally distributed using the Classical Assumption Test which also produced heteroscedasticity and multicollinearity regression models. The research findings show that: (1) Digital marketing has a positive and significant effect on the marketing performance of bamboo craft MSMEs in Yogyakarta. (2) Marketing innovation has a positive and significant effect on the marketing performance of bamboo craft MSMEs in Yogyakarta. (3) Competitor orientation does not have a significant effect on the marketing performance of bamboo craft MSMEs in Yogyakarta.
The Mediating Role of Customer Satisfaction on the Effect of Product Quality and Brand Equity on Customer Loyalty at Uniqlo Indonesia Valentina, Dinda Putri; Nuvriasari, Audita
East Asian 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/eajmr.v3i7.9743

Abstract

The purpose of this study is to examine how customer happiness influences the relationship between product quality, brand equity, and customer loyalty at Uniqlo Indonesia. One hundred customers made up the sample. The SmartPLS 4.0 program's outer model, inner model, and hypothesis testing were all used in this study's test results. These studies' findings demonstrate that: (1) customer satisfaction has no discernible impact on loyalty; (2) brand equity has a positive and significant effect on loyalty; (3) product quality has no discernible impact on satisfaction; (4) brand equity has a positive and significant effect on satisfaction; (5) customer satisfaction has a positive and significant effect on loyalty; and (6) customer satisfaction does not mediate the effect of product quality  on the loyalty of Uniqlo Indonesia customers, (7) In Indonesia, the relationship between brand equity and Uniqlo client loyalty is substantially mediated by customer satisfaction.
The Influence of Brand Trust and Marketing Mix on Customer Satisfaction and its Impact on Customer Loyalty Skincare Skintific in Yogyakarta. Jeharus, Modesta Orjelina; Nuvriasari, Audita
East Asian 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/eajmr.v3i7.9895

Abstract

The purpose of this study is to examine how consumer loyalty is affected by brand trust and the marketing mix. In this study, one hundred respondents made up the sample. A survey approach was employed as the data gathering strategy, while a questionnaire served as the study instrument. The research's test findings made use of the Smartpls 4.1 programs' outer model, inner models, and hypothesis testing. The findings of this study demonstrate that: customer satisfaction influences customer loyalty positively and significantly; brand trust influences customer satisfaction positively and significantly; marketing mix influences customer satisfaction positively and significantly; and brand trust has a positive and significant effect on customer loyalty. Customer loyalty is strongly mediated by customer satisfaction when it comes to the impact of the marketing mix.
Study of Brand Equity in Terms of the Role of Integrated Marketing Communication, Perceived Quality, and Brand Awareness Devi, Febrimelia; Nuvriasari, Audita
East Asian 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/eajmr.v3i7.9926

Abstract

The aim of this research is to examine the impact of integrated marketing communications, perceived quality, and brand awareness on Scarlett skincare brand equity. This study includes a sample of 100 respondents who used Scarlett skincare. The sampling technique was determined by purposive sampling.  Data collection in this study was done using survey method, with a questionnaire as the research instrument. The data analysis was performed using multiple linear regression. This research produces that Integrated Marketing Communication, Perceived Quality and Brand awareness has a positive and significant impact on Scarlett skincare brand equity.
The Influence of Service Quality and Customer Satisfaction on Customer Loyalty with Customer Engagement as Mediation: a Study at “Kopi Dari Hati”, Madiun Deriandara, Rakellita; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 11 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i11.12124

Abstract

The purpose of this research is to examine the methods used by Kopi Dari Hati in Madiun to engage their customers in relation to the following: service quality, customer satisfaction, and customer loyalty. One hundred clients made up the sample for the study. Test results were analyzed using the SmartPLS 4.0 tool, which included assessing the outer and inner models as well as doing hypothesis testing. One study found no significant relationship between service quality and customer loyalty, another found no significant relationship between customer satisfaction and customer loyalty either. However, the studies did find that customer engagement had a positive and significant effect on customer loyalty. The studies also found that service quality had a positive and significant effect on customer engagement, customer satisfaction had a positive and significant effect on customer engagement as well. Lastly, the studies found that customer engagement in Madiun City's Kopi Dari Hati mediated the relationship between service quality and customer loyalty. (7) In Madiun City, the mediation effect of Kopi Dari Hati's customer participation between consumer enjoyment and loyalty is evident.
Pengaruh Kualitas Produk, Inovasi Produk & Citra Merek Terhadap Keunggulan Bersaing Cake and Bakery di Yogyakarta Purba, Catherine Adelia br; Nuvriasari, Audita
Journal of Accounting Law Communication and Technology Vol 2, No 1 (2025): Januari 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jalakotek.v2i1.4837

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Inovasi Produk, Citra Merek terhadap keunggulan bersaing UMKM cake bakery di Yogyakarta. Sampel dalam penelitian ini adalah 50 responden dengan menggunakan teknik pengambilan sampel metode purposive sampling. Hasil Uji Instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Hasil Uji Asumsi Klasik dinyatakan data dalam penelitian ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinearitas dan heterokedastisitas. Hasil penelitian ini membuktikan bahwa: (1) Kualitas Produk berpengaruh positif dan signifikan terhadap keunggulan bersaing UMKM cake bakery di Yogyakarta. (2) Inovasi Produk berpengaruh positif dan signifikan terhadap keunggulan bersaing UMKM cake bakery di Yogyakarta. (3) Citra Merek berpengaruh positif dan signifikan terhadap keunggulan bersaing UMKM cake bakery di 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 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