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All Journal PROSIDING SEMINAR NASIONAL MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Dinamika Pendidikan Seminar Nasional Informatika (SEMNASIF) Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan JURNAL ILMU MANAJEMEN DAN BISNIS Benefit: Jurnal Manajemen dan Bisnis Jurnal Manajemen Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Jurnal Riset Ekonomi dan Bisnis Almana : Jurnal Manajemen dan Bisnis Ecopreneur.12 MABIS: Manajemen dan Bisnis Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Jurnal Mantik Maker: Jurnal Manajemen LINIMASA: JURNAL ILMU KOMUNIKASI MANAJEMEN DEWANTARA JURNAL LENTERA BISNIS Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Manajemen Dirgantara Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Community Engagement and Emergence Journal (CEEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ilmiah Manajemen Kesatuan Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Manajemen Bisnis Eka Prasetya Jurnal Kajian Komunikasi dan Pembangunan Daerah VALUE: Jurnal Ilmiah Akuntansi, Keuangan dan Bisnis Akuntansi dan Teknologi Informasi Jurnal Ilmu Manajemen Advantage International Journal of Management Science and Information Technology (IJMSIT) The International Journal of Politics and Sociology Research eMBeJi : Manajemen dan Bisnis Jurnal Journal of Trends Economics and Accounting Research Jurnal Ilmu Komunikasi Borobudur Management Review Urecol Journal. Part B: Economics and Business Urecol Journal. Part F: Community Development Prosiding University Research Colloquium Hulondalo Jurnal Ilmu Pemerintahan dan Ilmu komunikasi (JIPIK) Jurnal Keilmuan dan Keislaman Eduvest - Journal of Universal Studies Innovative: Journal Of Social Science Research Center of Economic Students Journal (CSEJ) Paradoks : Jurnal Ilmu Ekonomi Solo International Collaboration and Publication of Social Sciences and Humanities Riwayat: Educational Journal of History and Humanities IIJSE Jurnal Sistem Informasi dan Manajemen Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Riset Akuntansi dan Keuangan Indonesia JER Benefit: Jurnal Manajemen dan Bisnis JRTI (Jurnal Riset Tindakan Indonesia) EKONOMIKA: Manajemen, Akuntansi dan Perbankan Syari’ah
Edy Purwo Saputro
Universitas Muhammadiyah Surakarta
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Neuroscience Public Health Social Sciences Transportation Other

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PENGARUH PROMOSI MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK SKINCARE SKINTIFIC Rafidah Calistarahma, Inas; Purwo Saputro, Edy
DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah Vol. 11 No. 2 (2023): DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/dk.v11i2.4154

Abstract

Promosi media sosial salah satu media pemasaran digital yang menggunakan platform sosial media melalui link situs web dalam jaringan, untuk tujuan mempromosikan suatu produk. Adanya promosi sosial media sangat mempermudah dalam hal informasi bagi calon konsumen yang ingin membeli produk tertentu. Tujuan dari penelitian ini untuk menganalisis pengaruh promosi dan citra merek terhadap keputusan pembelian konsumen produk skincare skintific. Metode pengumpulan data pada penelitian diatas menggunakan kuesioner. Adapun kajian data menurut BKKBN (Badan Kependudukan dan Keluarga Berencana Nasional) data tersebut disebarkan kepada usia remaja yang berumur 15-35 tahun yang sudah pernah menggunakan skincare skintific. Pada penelitian hasil pembahasan yang dilakukan dalam penelitian ini maka dapat diambil beberapa kesimpulan sebagai berikut: Promosi media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian (Y). dan Citra merk berpengaruh positif terhadap keputusan pembelian produk.
The Effect Job Insecurity, Work Flexibility, and Cyberloafing Behavior on Employee Performance (Case Study of Generation Z in Solo) Muhammad Faiz Fauzan; Edy Purwo Saputro
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 2 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (November-Desember 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i2.6939

Abstract

This study digs into how job insecurity, work flexibility, and cyberloafing shape employee performance among Generation Z workers in Solo. The research took a quantitative approach, gathering data from 110 participants who completed questionnaires distributed via Google Forms. Purposive sampling was used to select participants, and their responses were measured using a five-point Likert scale. Data analysis was handled through SPSS, which included running validity and reliability tests, checking classical assumptions, and testing hypotheses with multiple linear regression analysis. What emerged from the findings is that job insecurity doesn't really move the needle on employee performance, but work flexibility clearly does it has a strong positive impact. Cyberloafing behavior, meanwhile, doesn't seem to matter much either way. The takeaway here is that offering Generation Z employees flexible work arrangements can genuinely boost their performance, while concerns about job insecurity and cyberloafing behavior turn out to be less influential than one might expect.
Pengaruh Kepuasan Kerja dan Burnout terhadap Retensi Karyawan dengan Komitmen Organisasi sebagai Mediator pada Biro Pariwisata Religi di Bali M. Faiz Ali Hidayat; Sholahuddin, Muhammad; Edy Purwo Saputro
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.18354

Abstract

This study aims to understand the effect of job satisfaction, burnout, and organizational commitment on employee retention at Hajj and Umrah travel agencies in Bali. The industry faces challenges in retaining employees due to the seasonal and intensive nature of the work. Using quantitative methods and SEM-PLS analysis, data from 150 respondents were analyzed to explore the relationships between variables. The results showed that job satisfaction has a significant influence on employee retention and organizational commitment, where satisfied employees tend to be more emotionally attached to the company and stay longer. On the other hand, burnout has a negative impact on affective commitment, but normative commitment still makes employees stay. Organizational commitment also acts as a mediator between job satisfaction and burnout on retention, strengthening employees' intention to remain in the company. Overall, this study provides important insights for the management of Hajj and Umrah travel agencies in designing strategies to increase job satisfaction, manage burnout, and strengthen employee commitment in order to retain a competent workforce.
The Effect of Live Streaming Shopping, Online Customer View, and Affiliate Marketing on Impulse Buying through Customer Trust in E-Commerce TikTok Shop Azhara, Cindy Ayu; Saputro, Edy Purwo
Jurnal Mantik Vol. 9 No. 3 (2025): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v9i3.6741

Abstract

This study aims to use TikTok Shop customer trust as a mediator variable to study the effects of Live Streaming Shopping, Online Customer Reviews, and Affiliate Marketing on impulse buying. A closed-ended questionnaire survey of the data was created with a purposive sample of 151 students who had previously shopped through the TikTok Shop. The intensive method used here is based roughly on a Likert scale. The data obtained by the study were then processed using Structural Equation Modeling Partial Least Squares (SEM-PLS) techniques. Empirical results show that Live Streaming Shopping and Affiliate Marketing have a significantly greater effect on consumer behavior than online consumer reviews alone. Specifically, Affiliate Marketing has a significant and positive effect on Impulse Investment and Customer Trust, while Live Streaming Shopping significantly increases Customer Trust although its direct effect on Impulse Investment is not statistically significant. At the other end of the spectrum, online customer reviews showed only a very weak positive relationship with impulsive buying behavior and customer trust, implying their weak ability to incite impulsive purchasing tendencies. In addition, customer trust become a mediating variable and effectively bolster the link between live streaming shopping and affiliate marketing with impulse buying, while online customer reviews stay out of this mediation. This discovery affirms that live streaming and online customer review mechanisms must be developed as radio platforms for direct interactions between sellers buyers. It has been observed from reality that this kind of real-time interaction not only promotes trust but also speeds consumer acceptance of patterns and ushers in an energetic electronic shopping environment together
Trust as a mediating factor linking online customer reviews and brand awareness to purchase intention on Shopee in Solo Hisan, Rumaisa; Saputro, Edy Purwo
Jurnal Mantik Vol. 9 No. 3 (2025): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v9i3.6789

Abstract

The rapid expansion of e-commerce in Indonesia has made online reviews and brand cues important sources of information for consumers. This study examines how online reviews and brand awareness can influence the purchase intention of Shopee users in Solo, with trust assessed as a mediating variable. Using data from 100 respondents analyzed through the PLS-SEM method, the results show that online review ( and brand awareness (significantly increase purchase intention, supported by a strong R-square value of 0.779, which indicates that this research model has strong predictive power. However, trust () does not significantly affect purchase intention and does not mediate the relationship between the independent variables and purchase intention. Theoretically, this study contributes to the understanding of digital consumer behavior by showing the limited mediating role of trust in established e-commerce platforms. Practically, the findings indicate that improving review quality and strengthening brand identity can be more effective strategies than relying on trust building alone.
The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation Diva Aisyah Ardelia; Edy Purwo Saputro
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6290

Abstract

This study examines how pricing perception and brand image affect customer loyalty among Apple smartphone users, with customer satisfaction as a mediating variable. Data was collected from 100 undergraduate students in Surakarta, aged 18 to 25, who have used or owned an Apple smartphone. While this sample provides insights into a specific demographic, it may limit the study's generalizability. Structural Equation Modeling (SEM) with SmartPLS 3 was used to analyze the data. SEM was chosen due to its ability to model complex relationships and examine direct and indirect effects. The results show that brand image positively influences customer satisfaction but does not directly affect loyalty. Price perception significantly impacts satisfaction, which in turn affects loyalty. Customer satisfaction mediates the relationship between price perception, brand image, and loyalty. The study's limitations include the focus on a specific sample, suggesting future research should compare brands and explore factors like customer experience to deepen understanding of loyalty drivers.
Brand Awareness, Social Media Marketing, and Purchase Intent: Does Credibility Mediate the Impact? Larasati Larasati; Wiyadi Wiyadi; Rini Kuswati; Edy Purwo Saputro
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6571

Abstract

This study investigates the impact of social media marketing and brand awareness on purchase intention with influencer credibility as a mediating variable. Quantitative methodologies were implemented during the investigation. All FEB UMS students comprised the population of this study. This study focused on 170 respondents through a questionnaire survey, thus collecting primary data. This study used structural equation modeling in data analysis testing. The results show that social media marketing influences purchase intention. In addition, purchase intention is heavily influenced by brand awareness. Influencer credibility is influenced by social media marketing. Influencer credibility benefits greatly from brand awareness. Purchase intention is influenced by influencer credibility. Influencer credibility does not influence social media marketing on purchase intention. Influencer credibility helps moderate the influence of brand awareness on purchase intention.
The Impact of Negative Online Reviews by Social Media Influencers on the Formation of Brand Loyalty to Cosmetic Products Hasrini Hasrini; Kussudyarsana Kussudyarsana; Edy Purwo Saputro
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study investigates how negative electronic word-of-mouth (e-WOM) from social media influencers affects brand loyalty in the cosmetics industry. Specifically, it examines the mediating roles of brand attitude and consumer dissatisfaction and the moderating role of influencer credibility. Using a quantitative, associative design, data were gathered from 250 respondents who had been exposed to negative influencer reviews of cosmetic products through purposive sampling. A structured questionnaire was administered, and the data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results reveal that negative influencer reviews significantly weaken brand attitude, which subsequently increases consumer dissatisfaction and reduces brand loyalty. Brand attitude and dissatisfaction significantly mediate the relationship between negative reviews and brand loyalty, indicating that unfavorable influencer content can indirectly drive brand disloyalty through these psychological pathways. However, influencer credibility does not significantly moderate the impact of negative reviews on brand attitude. These findings highlight the critical role of managing e-WOM and monitoring influencer content to protect brand equity. For cosmetic brands, proactive communication strategies and consumer engagement are essential to mitigate the adverse effects of negative influencer reviews. The study contributes to digital marketing literature by integrating mediation and moderation mechanisms into the understanding of how negative e-WOM shapes brand loyalty.
Revolutionizing Management: The Role of AI and Technology in Modern Leadership Practices Uwase Shakilla; Edy Purwo Saputro
Solo International Collaboration and Publication of Social Sciences and Humanities Vol. 3 No. 01 (2025): Solo International Collaboration and Publication of Social Sciences and Humani
Publisher : Walidem Institute and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61455/sicopus.v3i01.235

Abstract

Objective: The incorporation of artificial intelligence (AI) and technological tools into managerial processes marks a significant evolution in modern leadership practices, driven by the need to address complex organizational challenges and capitalize on technological advancements. This study aims to investigate the impact of AI and technology on leadership practices, focusing on their implications for efficiency, adaptability, and employee engagement. Theoretical framework: The research is grounded in a theoretical framework that combines technological innovation with contemporary leadership models, emphasizing the role of AI-powered tools and project management software in enhancing managerial workflows. Literature Review: A literature review provides insights into previous studies that highlight the transformative potential of these technologies while addressing associated challenges, such as ethical concerns and employee resistance. Methods: Employing a qualitative methodology, this study analyzes case studies and relevant literature to explore how organizations integrate AI and technological tools to achieve competitive advantages. Results: The findings reveal that AI-driven insights significantly improve predictive analytics, enabling leaders to make strategic decisions, while project management software optimizes task allocation and communication, fostering team collaboration. However, challenges such as resistance to adoption and the need for employee training are identified as critical barriers to effective implementation. Implications: The study's implications are twofold: first, it offers a practical framework for leaders aiming to integrate AI and technology into their management practices, emphasizing strategies to enhance efficiency, decision-making, and teamwork; second, it highlights the importance of addressing ethical considerations and ensuring employee readiness through comprehensive training programs. Novelty: This research contributes novelty by providing a holistic perspective on the integration of AI and technology in leadership, bridging the gap between technological innovation and human-centric management approaches. By adopting the proposed framework, leaders can navigate potential challenges and leverage technological tools to transform their leadership practices, ensuring organizational adaptability and sustained success in a rapidly evolving landscape.
Pengaruh Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Konsumen Shoope Food Dengan Minat Beli Sebagai Variabel Intervening Mahendra, Brampubu Elok Panji; Saputro, Edy Purwo
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1526

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana promosi dan kualitaslayanan bisa memengaruhi keputusan seseorang dalam membeli, baiksecara langsung maupun melalui minat beli sebagai perantara. Penelitiandilakukan pada pengguna Shopee Food di Kabupaten Sukoharjo, denganpendekatan kuantitatif. Data dikumpulkan lewat kuesioner yang dibagikankepada 125 orang yang pernah memakai layanan tersebut. Analisis data menggunakan metode Partial Least Square melalui aplikasi SmartPLS 3.0. Hasilnya menunjukkan bahwa promosi dan kualitas layanan sama-samapunya pengaruh yang positif dan signifikan terhadap keputusan pembelian, baik secara langsung maupun lewat minat beli. Promosi terbukti mampumembangkitkan minat beli, sementara kualitas layanan juga punya peranbesar dalam mendorong minat dan keputusan pembelian. Minat beli sendiriterbukti menjadi penghubung penting antara promosi dan kualitas layanandengan keputusan membeli. Temuan ini menegaskan bahwa strategi promosi yang tepat dan pelayanan yang terus ditingkatkan sangat pentinguntuk menarik minat konsumen dan mendorong mereka melakukanpembelian lewat Shopee Food.
Co-Authors Achmad, Nur Adawiali, Robiatul Adhitya Hanutama Agus Muqorobin Agus Setiawan, Anton Agus Triyono Alam R, Yusuf Aldipa Anogara Wardana Alfi Khoirunisa Alkhansa, Muhammad Rafi Alvin Valerian Anggit Estu Prayogi Anggun, Nita Putri Anisya Cahyaningrum Anton Agus Setiawan Anton Agus Setyawan Aprisa Chindy Ariesca Arief Firdaus Nurdiansyah Ariesca, Aprisa Chindy Arifah Kurniawati Astuti Atmajayanti Atmajayanti, Astuti Azaria Maharani, Nova Azhara, Cindy Ayu Bima Satriawan Candra Kusuma Wardana Catherina Amalia Putri Ardian Chandra Reta Mevia Cika Yanuari Dewi Probowati Setyaningrum Dewi Probowati Setyaningrum Dewi Probowati Setyaningrum Dewi Probowati Setyaningrum Dewi Probowati Seyaningrum Dhika Sekar Mawardani Dian Purworini Didit Purnomo Dina Damayanti Diva Aisyah Ardelia Diyah Ayu Puspita ewi Probowati Setyaningrum Fajar Kurniawan Fauzan Janothama Fauzi Janothama Febby Raya Febriyanto, Ahmad Felia Mutiara Ardana Fereshti N. D. Fereshti N. D., Fereshti N. Fereshti Nurdiana Fereshti Nurdiana Fereshti Nurdiana Fereshti Nurdiana Dihan Fereshti Nurdiana Dihan Fereshti Nurdiana Dihan Fereshti Nurdiana Dihan Fereshti Nurdiana, Fereshti Fina Rahma Naisaniya Garnisa Febriantika Chaterin Nastiti Handayani, Sih Hanif Muhtarom Ayoga Hasrini Hasrini Hisan, Rumaisa Ihwan Susila Indria Kurniawan Irliana, Jauzaa Salwa Irmawati Irmawati Irmawati Irmawati Irvan Setyo Hendriyanto Iwan Setiawan Adji Jati Waskito Khoirunnisa, Sya’bani Kusdiyanto Kusdiyanto Kusdiyanto, K Kussudyarsana Larasati Larasati Lelita Azaria Rahmadiva Lukman Hakim Lukminto Aji Saputro Lulu Septiana M. Faiz Ali Hidayat M. Nasir M. Nasir M. Nasir M. Nasir M. Nasir M. Nasir, M. Nasir M. Sholahuddin Mabruroh Mabruroh Mabruroh Mabruroh, M Mabruroh, Mabruroh Maharani Avrilia Naila Putri Maharani, Visca Amelia Mahendra, Brampubu Elok Panji Mawardani, Dhika Sekar Meisya, Nanda Melinda Alfiananda Moch. Adi Nur Ikhsan Mochammad Imron Awalludin Moechammad Nasir Mufti Nashwan Arrosyid Muh Tasrif Muh. Tasrif Muhammad Faiz Fauzan Muhammad Faiz Fauzan Muhammad Fajri Firdausi Muhammad Govinda Ramdhani Muhammad Iqbal Fauzan Muhammad Nasir Muhammad Nurul Kholifah Muhammad Sholahuddin Muhriza, Nurul Muzakar Isa Nabila Zulfa Nur Latifa Nabilla, Seikha Nadhiya Putriani Nanda Meisya Nasla Bintang Pramudita Naufal Rafif Rabbani Nisa, Lulu’ Khoirun Nugroho, Widya Mutiara Nur Achmad Nur Achmad Nur Achmad Nur Asida, Abi Yusuf Nuranindia, Vina Nur’Aini, Ochtaviana Ajeng Nurmala, Elva Nurul Muhriza Nurvita, Ridha Afni Oktavia, Josi Tana Nur Pradita Rahmalia, Yossy Probowati Setyaningrum, Dewi Probowati Setyaningrum, ewi Purwaningrum, Revi Oktaviani Puspita Sari, Dela Putra, Rheznandya Aranda Putri, Maharani Anisa Putri, Maharani Avrilia Naila Rafidah Calistarahma, Inas Rahmad Setia Budi Raya, Febby Reyhan Darmawan Reza Muhammad Razan Rhana Nuansa Bening Rhana Nuansa Bening Rheznandya Aranda Putra Rias Fatika Sari Rini Kuswati Riski Apriliani Rizky Rahma Aulia Putri Rizky Rahma Aulia Putri Rochmattunisa Rochmattunisa Sari, Berliana Endah Kartika Septiana Dewi Larasati Septiyana Eka Cahya Ningrum Setia Budi, Rahmad Setyaningrum, Dewi Probowati Seyaningrum, Dewi Probowati Sidiq Permono Nugroho Sidiq Setyawan Sih Handayani Sih Handayani Sih Handayani, Sih Siswanto, Hery Sri Murwanti Sri Padmantyo Sujadi Sujadi Suyatmin Waskito Adi Suyatmin Waskito Adi Suyatmin Waskito Adi Teja Kusuma Ramadhan Titania, Irena Aurora Triyanto, Joko Ulfatul Mukarromah Utami, Dina Febriyani Tri Uwase Shakilla Valerian, Alvin Vanesya Auliya Putri Awalupi Wella Manovia Wiyadi Wiyadi Wuryaningsih Dwi Lestari Wuryaningsih Dwi Lestari, Wuryaningsih Dwi Yudha Adhitya Yuli Tri Cahyono Yuliawan, Muhammad Nur Fairuz Yusuf Alam R Zahra Dwi Maudina Zulfa Irawati Zulfa Irawati, Zulfa