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Brand Image Mediates the Relationship between Influencer Credibility and Purchase Decisions among Generation Z Rahmawaty, Penny; Eka Purnama, Dewanti
JURNAL ILMU MANAJEMEN Vol. 22 No. 1 (2025): JUNE 2025
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v22i1.86427

This study investigates the influence of influencer credibility on Azarine product purchase decisions among Generation Z, with brand image serving as a mediating variable. Specifically, the research aims to determine the direct and indirect effects of influencer attractiveness, expertise, and trustworthiness on purchase decisions. A quantitative approach was employed using a survey method, with data collected via questionnaires distributed to 200 Generation Z respondents in Yogyakarta who use Azarine products. The sample was determined using a purposive sampling technique. The analysis method used in this study was Partial Least Square (PLS). The results show that all three dimensions of influencer credibility positively and significantly influence both brand image and purchase decisions. Furthermore, brand image significantly mediates the relationship between each dimension of influencer credibility and purchase decisions. These findings highlight the importance of selecting credible influencers and maintaining a strong brand image to drive consumer behavior in the competitive skincare market

PENGARUH VARIASI PRODUK, HARGA, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN ULANG ROTI BREADTALK YOGYAKARTA Rahmawaty, Penny
JURNAL ILMU MANAJEMEN Vol. 12 No. 1 (2015): Januari
Publisher : Universitas Negeri Yogyakarta

Perubahan dan perkembangan masyarakat mengakibatkan masyarakat lebih menginginkan sesuatu yang praktis dalam segala hal, termasuk makanan yang akan dikonsumsi. Masyarakat kadang jenuh dengan konsumsi makanan sehari-hari dan mengiginkan sesuatu yang berbeda.Hal ini dilihat dari sisi bisnis oleh para produsen produk makanan, termasuk untuk produk roti. Beberapa produsen yang menciptakan produk roti banyak bermunculan dalam pasar, roti yang mempunyai ciri khas rasa dan bentuk masing-masing seperti yang dihasilkan oleh produsen roti yang terkenal di Yogyakarta.Khususnya Breadtalk menampilkan inovasi yang diharapkan mampu menarik konsumen/pasar yang dituju supaya bersedia membeli produk yang ditawarkannya. Penelitian ini bertujuan untuk mengetahui pengaruh keragaman produk(X1), harga(X2), dan customer experience (X3) terhadap pembelian ulang produk (Y) roti Breadtalk. Analisis data menggunakan metode kuantitatif dengan SPSS. Jenis penelitian menggunakan alat analisis regresi linier berganda. Populasi dalam penelitian ini adalah seluruh mahasiswa Universitas Negeri Yogyakarta. Sampel diambil dari mahasiswa fakultas ekonomi sebanyak 100 responden.Hasil penelitian menunjukkan bahwa customer experience berpengruh positif terhadap pembelian ulang roti Breadtalk. Manajemen Breadtalk sebaiknya mempertahankan dan meningkatkan keragaman produk, harga dan customer experience sehingga pembelian ulang konsumen lebih meningkat lagi.

PENGARUH VARIASI PRODUK, HARGA, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN ULANG ROTI BREADTALK YOGYAKARTA Rahmawaty, Penny
JURNAL ILMU MANAJEMEN Vol. 12 No. 1 (2015): Januari
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v12i1.11744

Perubahan dan perkembangan masyarakat mengakibatkan masyarakat lebih menginginkan sesuatu yang praktis dalam segala hal, termasuk makanan yang akan dikonsumsi. Masyarakat kadang jenuh dengan konsumsi makanan sehari-hari dan mengiginkan sesuatu yang berbeda.Hal ini dilihat dari sisi bisnis oleh para produsen produk makanan, termasuk untuk produk roti. Beberapa produsen yang menciptakan produk roti banyak bermunculan dalam pasar, roti yang mempunyai ciri khas rasa dan bentuk masing-masing seperti yang dihasilkan oleh produsen roti yang terkenal di Yogyakarta.Khususnya Breadtalk menampilkan inovasi yang diharapkan mampu menarik konsumen/pasar yang dituju supaya bersedia membeli produk yang ditawarkannya. Penelitian ini bertujuan untuk mengetahui pengaruh keragaman produk(X1), harga(X2), dan customer experience (X3) terhadap pembelian ulang produk (Y) roti Breadtalk. Analisis data menggunakan metode kuantitatif dengan SPSS. Jenis penelitian menggunakan alat analisis regresi linier berganda. Populasi dalam penelitian ini adalah seluruh mahasiswa Universitas Negeri Yogyakarta. Sampel diambil dari mahasiswa fakultas ekonomi sebanyak 100 responden.Hasil penelitian menunjukkan bahwa customer experience berpengruh positif terhadap pembelian ulang roti Breadtalk. Manajemen Breadtalk sebaiknya mempertahankan dan meningkatkan keragaman produk, harga dan customer experience sehingga pembelian ulang konsumen lebih meningkat lagi.

Attitude, Values, Religiosity, and Halal Certification in Halal Food Purchases by Indonesian Muslim Youth Rahmawaty, Penny; Wibowo, Arif; Wardana, Wardana
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3587

Purchasing buying behavior is influenced by various factors, including personal values, religiosity, and halal certification. Personal values shape individual attitudes, which in turn can affect consumer decisions. In the context of halal products, halal certification serves as a form of assurance and protection for Muslim consumers. This study aims to examine the influence of personal values, religiosity, and halal certification on purchasing behavior, with attitudes toward halal food consumption as a mediating variable. A quantitative descriptive approach was used, with data collected through surveys and analyzed using Structural Equation Modeling (Partial Least Square). The findings show that personal values, religiosity, and halal certification significantly and positively affect purchasing attitudes and behavior among millennial Muslim consumers. However, attitudes were found to have no significant influence on purchasing behavior and did not mediate the relationship between the three independent variables and purchasing behavior. These results suggest that while personal values, religiosity, and certification shape consumer preferences, purchasing behavior may be driven by other direct factors beyond attitudes.

Coaching clinic strategi penulisan naskah bagi mahasiswa pascasarjana Indonesia di Taiwan Siswanto, Ibnu; Rahmawaty, Penny; Hidayati, Lina Nur; Arifin, Achmad
ABDIMAS DEWANTARA Vol 8 No 1 (2025)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/ad.v8i1.17481

Taiwan merupakan salah satu negara yang memiliki sistem Pendidikan tinggi terbaik dan menjadi alasan bagi sekitar 5.600 mahasiswa Indonesia untuk menempuh S2 dan S3 di negara tersebut. Salah satu persyaratan kelulusan program pascasarjana di universitas khususnya Taiwan adalah publikasi pada jurnal internasional bereputasi (Terindex SCI/SSCI) yang sering menjadi kendala bagi mahasiswa pascasarjana untuk menyelesaikan studinya tepat waktu. Oleh karena itu, kegiatan pengabdian kepada Masyarakat ini bertujuan untuk melakukan manuscript coaching clinic bagi mahasiswa pascasarjana di Taiwan sehingga manuskrip dapat terbit di jurnal internasional bereputasi. Kegiatan dilaksanakan pada tanggal 25-26 Agustus 2023 di Sekretariat Forum Mahasiswa Muslim Indonesia di Taiwan (FORMMIT) National Central University, Taiwan. Hasil kegiatan yaitu dapat peserta menghasilkan draft manuscript dan manuscript yang akan disubmit di jurnal Internasional, dokumen kerjasama antara Fakultas Teknik serta Fakultas Ekonomi dan Bisnis dengan FORMMIT, terlaksananya sosialisasi studi lanjut S2 dan S3 ke Taiwan bagi mahasiswa UNY. Coaching clinic for manuscript writing strategy for Indonesian post-graduate students in Taiwan Abstract: Taiwan is one of the countries that has the best higher education system and is the reason for around 5,600 Indonesian students to take Masters and Doctoral degrees in Taiwan. One of the requirements for graduating from postgraduate programs at universities in Taiwan is publication in reputable international journals (SCI/SSCI Indexed), which often becomes an obstacle for postgraduate students to complete their studies on time. Therefore, this community service activity aims to conduct a manuscript coaching clinic for postgraduate students in Taiwan so that the manuscript can be published in a reputable international journal. The activity was held on 25-26 August 2023 at the Secretariat of the Indonesian Muslim Student Forum in Taiwan (FORMMIT) at National Central University, Taiwan. Output of the community services are participants’ manuscripts which will be submitted in international journals, cooperation documents between the Faculty of Engineering and the Faculty of Economics and Business with FORMMIT, and implementation of socialization for further Masters and Doctoral studies to Taiwan for UNY students.

A COLLABORATIVE MULTIDISIPLINES LEARNING MODEL (CoMEL) FOR STRENGTHENING STUDENTS' EMPLOYEE COMPETENCIES Hermawan, Yudan; Alim, Abdul; Rahmawaty, Penny; Hidayati, Lina Nur; Septiantoko, Riko; Candra, Kiki Irafa
Prima Magistra: Jurnal Ilmiah Kependidikan Vol. 6 No. 4 (2025): Volume 6 Number 4 (October 2025)
Publisher : Program Studi PGSD Universitas Flores

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/jpm.v6i4.5631

The need for graduates who are adaptive, creative, and able to create their own jobs drives the importance of innovation in entrepreneurship education in higher education. However, conventional learning approaches still focus heavily on theoretical aspects and do not develop practical skills that are relevant to the real world. This study develops the CoMEL (Collaborative Multidisciplinary Entrepreneurship Learning) learning model as an innovative framework to overcome the limitations of conventional entrepreneurship education in higher education. Conventional learning models often only emphasize cognitive aspects and ignore affective and psychomotor skills that are important in entrepreneurship. CoMEL integrates collaborative learning, experiential learning, and project-based activities to strengthen students' entrepreneurial competencies. This model was developed using the ADDIE (Analyze, Design, Develop, Implement, Evaluate) framework and was tested on 80 students participating in the Independent Campus Entrepreneurship Program at Yogyakarta State University. The results showed that the CoMEL model was able to improve team collaboration, creativity, problem solving, prototyping, and reflective learning of students. Students were involved in multidisciplinary teamwork, developing business ideas, building and testing prototypes, and conducting final presentations equipped with structured reflections. This study concludes that CoMEL is an effective model for preparing students to navigate entrepreneurial challenges through active, collaborative, and experiential learning strategies.

PENINGKATAN PRODUKTIVITAS USAHA KERAJINAN TEMPURUNG KELAPA MELALUI KONSEP PROSES PRODUKSI TERPADU Paryanto, Paryanto; Rahmawaty, Penny; Ardian, Aan
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 17, No 1 (2013)
Publisher : Universitas Negeri Yogyakarta

The event was held with the aim to improve the productivity of coconut shell craftsmen (bathok) in the village of Santan and Ngimbang Bantul, using the concept ofIntegrated Production Process. These objectives are translated into specific objectives, namely procurement of appropriate technology, improve the ability of craftsmen in business management, and improve the ability of craftsmen in the use of the internet as a marketing medium. The concept of integrated production processes are translated into three activities: procurement of appropriate technology, the Internet as a marketing medium for training, and business management training.This activity is carried out by using lectures, discussions, demonstrations, handson and observation. Lecture method is used in the process of delivering training materials. Besides, it is also used in providing motivation to craftsmen to always defend and promote the spirit of trying as a major capital in increasing productivity of the craftsmen. Discussion method is used as a medium ofcommunication with the training to take place resulting in a two-way communication between the presenters and artisans. The method used in the demonstration of an example in every training, thus providing facilities to the artisans in understanding the material presented. The method used to apply a hands-on materials that have been obtained, of course, with the guidance of presenters. Observation methods performed to observe the craftsmen skills both during the training and after the training. Observations after the training aimed to determine the impact of the training that has been conducted related to the progress of the productivity of the craftsmen. The results of this activity are: (1) has been assigned some appropriate technology equipment that is 2 units of portable drilling machine, 1 unit sanding machine and 1 unit compressor, (2) business management training can improve the ability of craftsmen in the fields of management, which is 70% craftsmen have acquired in the management of the business, (3) training using the Internet can enhance the ability of artisans to utilize the internet as a marketing medium, which is 40% craftsmen have the ability to use the Internet, (4) based on the results of the analysis of increased productivity, increased artisans revenues of approximately 30%Keywords: concept of integrated production processes, coconut shellcraftsmen

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