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All Journal Efisiensi : Kajian Ilmu Administrasi INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni JURNAL ILMU SOSIAL Indonesian Perspective International Journal of Social Science and Business SULTANIST: Jurnal Manajemen dan Keuangan Maker: Jurnal Manajemen FIRM: Journal of Management Studies Yumary: Jurnal Pengabdian kepada Masyarakat Mitra Mahajana: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education Studi Ilmu Manajemen dan Organisasi International Journal of Management Science and Information Technology (IJMSIT) Indonesian Perspective Jurnal Pemberdayaan Umat Innovative: Journal Of Social Science Research Scientific Journal of Informatics Jurnal Ragam Pengabdian
Chusnu Syarifa Diah Kusuma
Universitas Negeri Yogyakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Financial management training for the community of Karimunjawa Village Jepara Diah Kusuma, Chusnu Syarifa; Kumoro, Joko; Kistianingsih, Isti; Hanafi, Mochamad
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 29, No 1 (2025)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ino.v29i1.85358

Abstract

The Community Service Program in Karimunjawa Village, Jepara, Central Java, aims to improve the understanding and skills of family financial management among housewives. The problem is addressed through three stages of activities: preparation, implementation, and evaluation. The preparation stage involves conducting a preliminary survey to assess field conditions, followed by training and mentoring. The methods used include lectures, question-and-answer sessions, and discussions. The results of the training program indicate that 90% of participants successfully understand basic financial concepts, while 89% of them have a good understanding of family financial planning and management. Furthermore, 71% of participants successfully implemented effective family financial management practices after receiving guidance from the facilitators.
ANALYSIS OF DESTINATION IMAGE AND SOCIAL MEDIA MARKETING MODELS IN FORMING TOURIST LOYALTY: A STUDY OF DEVELOPING DESTINATIONS IN INDONESIA Lumanauw, Nelsye; Kusuma, Rr. Chusnu Syarifa Diah; Goyal, Mukta; Sudirman, Acai
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 11 No 1 (2025): Volume 11 Nomor 1 Tahun 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v11i1.830

Abstract

This study aims to analyze the role of destination image, social media marketing, and tourist satisfaction in shaping tourist loyalty and developing tourist destinations in Indonesia. Using a quantitative approach through a survey of domestic and foreign tourists, this study examines how perceptions of destination image and the effectiveness of social media marketing contribute to tourist satisfaction, which ultimately influences their intention to return and recommend the destination. Data were collected through an online questionnaire, and regression tests, hypothesis tests, correlation tests, and coefficient of determination models were used to examine the relationship between the variables studied. The results show that destination image, social media marketing, and tourist satisfaction significantly affect loyalty. These findings emphasise the importance of authentic digital marketing strategies and strengthening positive destination images to maintain and increase tourist visits sustainably. This study provides practical implications for tourism destination managers in Indonesia in designing more effective promotional policies and strengthening positive tourist experiences as the key to building long-term loyalty.
STUDYING THE RELATIONSHIP MODEL BETWEEN VIRAL MARKETING AND e-WOM TOWARDS CUSTOMER LOYALTY LOCALOKA PLATFORM: A QUANTITATIVE APPROACH IN THE CREATIVE INDUSTRY Kusuma, Rr. Chusnu Syarifa Diah; Farida, Farida; Seseli, Eka Merdekawati Imelda; Agwa, Terwase Richard
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 13 No. 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v13i1.729

Abstract

In today's digital era, marketing strategies that rely on the power of rapid message dissemination through social media and consumer networks play an important role in shaping customer perceptions and behaviour. This study examines the relationship model between viral marketing, electronic word-of-mouth (e-WOM), and customer trust towards customer loyalty on the Lokaloka platform, a digital marketplace operating in the creative industry sector. A quantitative approach was used in this study by distributing questionnaires to 200 respondents who are active users of the Lokaloka platform. Data analysis used the Structural Equation Modeling (SEM) method to test the direct and indirect relationships between variables. The results of the data analysis show that viral marketing, e-WOM, and customer trust have a significant influence on customer loyalty. The implications of this study indicate that creative industry platform managers such as Lokaloka need to strengthen community-based marketing strategies and content that is easily shared virally, as well as encourage positive interactions between users through e-WOM. In addition, building and maintaining customer trust is key to creating long-term loyalty. These findings are expected to contribute to developing a more effective digital marketing model in the Indonesian creative industry sector.
THE INFLUENCE OF SOCIAL CAPITAL AND INNOVATION CAPABILITY ON CREATIVE INDUSTRY BUSINESS PERFORMANCE Halim, Fitria; Kusuma, Rr. Chusnu Syarifa Diah; Sherly, Sherly; Loist, Christine; Sudirman, Acai
International Journal of Business, Law, and Education Vol. 4 No. 2 (2023): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v4i2.267

Abstract

The rapid development of information technology in creative industry businesses forces business people to optimize social capital and innovation capability well. This is what underlies the development of the creative industry so that it can optimize all its resources, especially in the aspects of social capital and innovation capability. This research aims to analyze the influence of social capital and innovation capability on creative industry business performance. Data analysis confirms that social capital and innovation capability significantly affect business performance. The conclusions of this research inform creative industry business players so that they can develop a culture of innovation throughout the organization, encourage employees to share ideas, provide sufficient support and resources, and adopt a flexible and adaptive management approach to be internationally competitive. Through this research, it is hoped that it can provide a fundamental contribution in supporting information regarding strategic steps in optimizing the resources owned by every creative industry business actor, both in terms of social capital and innovation capability in marketing activities.
The Effect of Service Quality and Digital Marketing on Consumer Loyalty through Consumer Satisfaction as a Mediation Variable at PT Pos Indonesia, Yogyakarta City Kusuma, Chusnu Syarifa Diah; Hariansyah, Mochammad Aditya; Putra, Ijai Pratama
International Journal of Social Science and Business Vol. 9 No. 1 (2025): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v9i1.99163

Abstract

This study aims to evaluate the impact of service quality and digital marketing on consumer loyalty at PT Pos Indonesia, Yogyakarta, with a focus on understanding how customer satisfaction mediates these relationships. The context of this research is particularly relevant in light of the company’s recent decline in market share and its attempts to adapt to a rapidly changing competitive environment in the expedition industry.  A quantitative approach with a causal design was employed. Data were collected through an online questionnaire from 155 respondents who had used PT Pos Indonesia's services. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) was used to test the hypotheses and analyze the relationships between service quality, digital marketing, customer satisfaction, and consumer loyalty. The analysis revealed that service quality has a significant positive effect on both customer satisfaction and loyalty. Customer satisfaction was found to mediate the relationship between service quality and loyalty. In contrast, digital marketing showed a negative but near-significant effect on consumer loyalty and had no significant impact on customer satisfaction. The mediating effect of customer satisfaction on the relationship between digital marketing and loyalty was not significant.  This study highlights the critical role of service quality in enhancing customer loyalty, both directly and indirectly through customer satisfaction. Companies, particularly PT Pos Indonesia, should focus on improving service quality as it significantly influences consumer loyalty. Digital marketing strategies, however, need reevaluation, as they do not seem to align with customer expectations and have not proven effective in fostering loyalty. The study’s findings suggest that companies should prioritize service quality improvements and adopt a more targeted, customer-oriented digital marketing approach. Future research could expand on these findings by exploring the impact of external factors or conducting comparative analyses with competitors in the expedition industry.
THE ROLE OF JOB CRAFTING, WORK AUTONOMY, PSYCHOLOGICAL EMPOWERMENT IN ENHANCING INNOVATIVE WORK BEHAVIOR AMONG EMPLOYEES IN TECH STARTUP INDONESIA Djurubassa, Gloria Miagina Palako; Waliah, Siti; Kusuma, Rr. Chusnu Syarifa Diah; Idrees, Rana Nadir; Raymunde JR, Pedro P.
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 13 No. 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v13i2.763

Abstract

This research aims to analyse the role of job crafting, work autonomy, and psychological empowerment in increasing innovative work behaviour among technology startup employees in Indonesia. The research population includes employees working in various technology startup companies, with a sample of 200 respondents selected using purposive sampling techniques to ensure representation of individuals directly involved in innovation-based work processes. Data was collected through a structured questionnaire and analyzed using quantitative methods with a Structural Equation Modelling (SEM) approach to test the relationship between variables. The research results show that job crafting and psychological empowerment positively and significantly affect innovative work behaviour. This research also confirms that work autonomy does not significantly influence innovative work behaviour. These findings confirm that when employees can adapt their tasks, gain autonomy in decision making, and feel psychologically empowered, they are more likely to generate new ideas that support organizational growth. Theoretically, this research enriches the literature regarding the determinants of innovative work behaviour in the context of startups in Indonesia.
STUDYING THE RELATIONSHIP MODEL ONLINE CONSUMER REVIEW TOWARDS CONSUMER PURCHASE INTENTION ON SOCIAL COMMERCE PLATFORMS: EVIDENCE IN INDONESIA Septiani, Emilia; Farida, Farida; Syarifa Diah Kusuma, Rr. Chusnu; Anggraini, Raden Isma; Zaki, Nur Amalina Mohamad
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 11 No 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v11i2.929

Abstract

This research examines the influence of electronic word of mouth (e-WOM), viral marketing, and online consumer reviews on purchase intention on social commerce platforms. The research uses a quantitative approach with a survey method distributed to active social commerce users in Indonesia, and the data obtained is analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique. The research results show that the e-WOM and viral marketing variables positively and significantly affect purchase intention. In contrast, online consumer reviews have a positive but not significant effect. These findings indicate that digital social interactions and the spread of viral content have a dominant role in influencing consumer purchasing intentions, while consumer reviews have not been able to become a strong determining factor in purchasing decisions. This research provides theoretical contributions by enriching the literature on consumer behaviour in social commerce and practical implications for business people to maximise digital marketing strategies based on social interaction and viral content, accompanied by managing consumer reviews that remain relevant in maintaining brand trust..
Penguatan kapasitas manajemen UMKM pemula melalui program pengabdian masyarakat di Kalurahan Sidorejo, Kabupaten Gunung Kidul Siregar, Marakhilda Namora Hana; Diah Kusuma, Chusnu Syarifa; Santoso, Ricky
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 30, No 1 (2026)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ino.v30i1.89696

Abstract

Kegiatan pengabdian kepada masyarakat ini dilaksanakan di Kalurahan Sidorejo, Kapanewon Ponjong, Kabupaten Gunung Kidul, Daerah Istimewa Yogyakarta, dengan tujuan meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) pemula dalam mengelola usaha secara lebih efektif. Permasalahan yang dihadapi pelaku UMKM di wilayah ini meliputi pencatatan keuangan yang belum tertib, strategi pemasaran yang masih terbatas, produksi yang belum konsisten, serta pembagian peran dalam usaha yang kurang jelas. Kegiatan dilaksanakan pada bulan Mei 2025 melalui tiga tahap, yaitu perencanaan, pelaksanaan, dan evaluasi. Metode yang digunakan adalah edukasi, diskusi partisipatif, serta praktik langsung, dengan fokus pada empat aspek utama: manajemen produksi, keuangan sederhana, pemasaran digital, dan pengelolaan sumber daya manusia. Hasil kegiatan menunjukkan bahwa peserta antusias mengikuti pelatihan dan mampu memahami materi yang diberikan, khususnya terkait pencatatan keuangan harian dan penggunaan media sosial untuk promosi produk. Evaluasi menunjukkan adanya peningkatan pemahaman dan inisiatif peserta untuk membentuk kelompok usaha di tingkat desa sebagai tindak lanjut. Dengan demikian, pengabdian ini dapat disimpulkan berhasil memberikan dampak positif dalam meningkatkan kapasitas manajemen UMKM pemula dan berpotensi berkontribusi terhadap penguatan ekonomi lokal
SOCIAL MEDIA MARKETING INTENSITY, BRAND AUTHENTICITY, AND ELECTRONIC WORD OF MOUTH AS PREDICTORS OF PURCHASE INTENTION OF PRODUCT BRANDS ON TIK TOK SHOP Emilia Septiani; Farida Farida; Rr. Chusnu Syarifa Diah Kusuma; Ighomereho O. Salome; Javad Karimi
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 14 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v14i1.873

Abstract

In the rapidly evolving social commerce landscape, particularly through the TikTok platform and its TikTok Shop feature, understanding the determinants of consumer purchase intentions is becoming increasingly crucial. Still, it reveals conceptual gaps stemming from research approaches that are often partial. Previous studies generally examine social media marketing, brand authenticity, or electronic word of mouth (e-Wom) separately, and thus have not been able to explain the simultaneous interaction among these variables within a single integrative framework. This research aims to comprehensively analyze the influence of social media marketing intensity, brand authenticity, and e-WOM on purchase intention. Using a quantitative approach with structural equation modelling–partial least squares (SEM-PLS) analysis, data were collected from 110 respondents in Indonesia who had experience interacting with TikTok Shop. The research results show that social media marketing intensity has a significant positive effect on brand authenticity and e-Wom, which, in turn, strongly increases Purchase Intention, with brand authenticity acting as a key mediator. These findings make theoretical contributions by integrating digital marketing constructs and consumer perceptions into a holistic predictive model, as well as practical implications for businesspeople in designing marketing strategies based on content intensity and brand authenticity. The novelty of this research lies in the simultaneous testing of three variables in the context of the TikTok Shop, a relatively unexplored area in the digital marketing literature.
The Effect of Perceived ROI on Perceived Value and Adoption Intention Rizki Pratama Johanis Paransa; Rr. Chusnu Syarifa Diah Kusuma; Fajar Wahyu Nugroho; Kurnia Wulandari
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6926

Abstract

This study aims to examine the role of perceived return on investment (ROI) in shaping perceived value and its impact on adoption intention toward digital branding among small and medium-sized enterprises (SMEs). A quantitative approach with an explanatory research design was employed, involving 100 SME owners in the Special Region of Yogyakarta, Indonesia. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ROI has a positive and significant effect on perceived value with a t-statistic of 4.562 and a p-value of 0.000 (<0.05) and the path coefficient is 0.513, suggesting that SMEs evaluate digital branding based on the economic benefits gained relative to the costs incurred. Furthermore, perceived value has a positive and significant effect on adoption intention with a t-statistic of 8.781 and a p-value of 0.000 (<0.05) and the path coefficient is 0.625, indicating that perceived value is a determinant in technology adoption decisions. Theoretically, this study provides insights into the importance of value-based evaluation in the context of digital branding adoption among SMEs. Practically, the results suggest that improving SMEs’ understanding of digital branding performance, particularly in terms of ROI, can enhance perceived value and encourage broader adoption of digital branding strategies.
Co-Authors Abdurohim Abdurohim, Abdurohim Acai Sudirman Agusthina Risambessy Agwa, Terwase Richard AMELIA SETYAWATI, AMELIA Anggraini, Raden Isma Ari Pradhanawati Ari Pradhanawati Ari Pradhanawati Augustinah, fedianty Barida Rakhma Nuranti Betanika Nila Nirbita Biso, Hernansi Christina Bagenda Christina Yanita Setyawati Christine Loist Deandra Vidyanata Djurubassa, Gloria Miagina Palako Entus Nuryana Ahmad Fajar Wahyu Nugroho Farida Farida Farida Farida Fitria Halim Fransisca, Felia Gloria Miagina Palako Djurubassa Goyal, Mukta Handayani, Kristin Hariansyah, Mochammad Aditya Hendrayani, Eka Idrees, Rana Nadir Ighomereho O. Salome Irmal, Irmal Ita Musfirowati Hanika Javad Karimi Joko Kumoro Kiromim Baroroh Kistianingsih, Isti Kurnia Wulandari Lenny Dermawan Sembiring Lianggi, Willy Lumanauw, Nelsye Marto Silalahi Mochamad Hanafi Mustikarini, Carolina Novi Mustofa Agung Sardjono Mustofa Agung Sardjono Nani Nani Nita Kusumawardani Nuril Maghfirah Panggabean, Esther Praja Anggriany Pedro P. Raymunde JR Putra, Ijai Pratama Rana Nadir Idrees Rane, Melvin Krisdiana Djami Raymunde JR, Pedro P. Reni Shinta Dewi Respati, Yudit Ayu Rizki Pratama Johanis Paransa Romi, Mochamad Vrans Rostina, Cut Fitri Santoso, Ricky Sarwani Sarwani, Sarwani Sekarningtyas, Ayu Septiani, Emilia Seseli, Eka Merdekawati Seseli, Eka Merdekawati Imelda Setiyawami Setiyawami sherly sherly Sinaga, Onita Sari Siregar, Marakhilda Siregar, Marakhilda Namora Hana Siti Umi Khayatun Mardiyah Siti Waliah Sophiana Widiastutie Suhartanto Suhartanto Suhartanto Suhartanto Sulasmi Sulasmi Suranto Titin Hera Widi Handayani Wahyu Rusdiyanto, Wahyu Waliah, Siti Widiastutie, Sophiana Yanita Setyawati, Christina Yuliana Yuliana Zaki, Nur Amalina Mohamad Zhelia, Zhelia