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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Airlangga Journal of Innovation Management GANESHA: Jurnal Pengabdian Masyarakat Jurnal Bisnis Mahasiswa Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Atma Inovasia Research Horizon Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Pengabdian Masyarakat Berkarya Jurnal Ilmiah Ekonomi dan Manajemen
Oscar Chrismadian Noventa
Universitas Atma Jaya Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Teknologi dipersonalisasi dan kepribadian narsistik di kalangan Generasi Z Palupi, Rosa De Lima Dyah Retno; Widjojo, Maria Rosa Ratna Sri Anggraeni; Noventaa, Oscar Chrismadian; Suprapto, Budi
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 4 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i4.34663

Abstract

This study aims to examine the impact of personalized technology in advertising by considering two personality traits among Generation Z: Grandiose Narcissism and Vulnerable Narcissism. The research was conducted through a quantitative survey with respondent from Generation Z in Surakarta and Yogyakarta. A total of 248 valid questionnaires were collected and analyzed using PLS SEM techniques. The results show significant differences from earlier studies, particularly in four main hypotheses, including the moderating role of Vulnerable Narcissism. The findings suggest that cultural factors and the digital characteristics of Indonesian Generation Z influence the relationship between digital advertising and users’ psychological experiences. The implications of this study are directed toward advertisers in designing effective communication strategies and toward policymakers in developing privacy protection regulations, especially in the coGNext of social media. Penelitian ini bertujuan untuk mengetahui pengaruh teknologi yang dipersonalisasi dalam konteks periklanan dengan mempertimbangkan dua jenis kepribadian pada generasi Z yaitu Grandiose Narcisism dan Vulnareble Narcisism. Penelitian ini dilakukan dengan responden generasi Z di Surakarta dan Yogyakarta dengan pendekatan kuantitatif survey. 248 Kuesioner berhasil dikumpulkan dalam penelitian ini dan diolah menggunakan teknik PLS SEM. Hasil penelitian menunjukkan perbedaan signifikan dari penelitian terdahulu, khususnya pada empat hipotesis utama termasuk moderasi dari Vulnareble Narcisism. Temuan dalam penelitian ini menunjukkan bahwa faktor budaya, karakter digital generasi Z Indonesia turut mempengaruhi antaraiklan digital dengan pengalaman psikologis pengguna. Implikasi dari penelitian ini ditujukan bagi pengiklan untuk merancang strategi komunikasi serta bagi pembuat kebijakan dalam pembuatan regulasi untuk melindungi masalah privasi terutama di media sosial.
MEMBANGUN IDENTITAS MEREK: KONSEP DAN PRAKTIK BAGI UMKM DI YOGYAKARTA Wardhana, Daniel Yudistya; Chrismadian Noventa, Oscar; Novianto Hariwibowo, Ignatius; Yustino Setiawan, Wimpie; Indra Kristianto, Ignatius; Aribawa, Dwitya; Adyantari, Api; Yupanzara Dharomesz, Vonezyo; Desy Pramusiwi, Aloysia
Jurnal Pengabdian Masyarakat Sabangka Vol 4 No 05 (2025): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v4i05.1722

Abstract

This community service program is a collaboration between the Community Service Team of the Faculty of Business and Economics, Universitas Atma Jaya Yogyakarta (FBE UAJY) and the Socio-Economic Development Team (PSE) of Paroki St. Yusup Binta ran. The focus of the activities includes developing brand identity, creating a unique value proposition, and utilizing brands as a means of marketing communication to increase consumer purchase ng power. Through this approach, SMEs are encouraged to understa nd the strategic role of branding not only as a business identity, but also as an instrument to build trust, loyalty, and competitive advantage. With the right branding strategy, SMEs are expected to be able to strengthen their market position, increase their adaptability in the digital era, and create a positive image in the minds of consumers which has implications for increasing commitment to the brand. This program adopts Participatory Action Research (PAR) with a structu red implementation and based on actual needs, so that it is expected to have a direct impact on the development of SMEs and strengthen their competitiveness the increasingly competitive market dynamics.
ASSISTANCE IN THE PREPARATION OF THE TERRITORIAL MANAGEMENT REGENERATION PROGRAM PLAN BINTARAN CHURCH YOGYAKARTA Hariwibowo, Ignatius Novianto; Sutarta, Agustinus Edi; Noventa, Oscar Chrismadian; Anggraeni Widjojo, Maria Rosa Ratna Sri
Jurnal Pengabdian Masyarakat Sabangka Vol 4 No 06 (2025): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v4i06.1890

Abstract

Planning for the regeneration of administrators in the church area is a very important strategic step to ensure the sustainability of service and effective leadership in the midst of the dynamics of the people. This challenge of regeneration is faced by the Church of Saint Joseph Bintaran Yogyakarta. As a church located in the middle of the city, the Bintaran Church has a problem with the number of young people and young families who are starting to get busy. Therefore, this service is carried out to formulate steps for territorial regeneration. This service uses a SWOT analysis approach as a basic framework with the focus group discussion (FGD) method to find problems and needs. The results of FGDs with several teritories show that most teritories have a strong foundation as a community, so that the pattern of regeneration can be flexible according to the needs of the people in the territory. Thus, the regeneration program that needs to be carried out is to increase informal meetings to strengthen the sense of community and leadership training
Zero-Click Search dan Answer Engines: Tinjauan Literatur Sistematis dalam Perspektif Pemasaran Oscar Chrismadian Noventa
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 2 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i2.9040

Abstract

The evolution of search technologies has led to the emergence of “zero-click search” and the transformation of search engines into “answer engines” that deliver direct answers without redirecting users to external websites. This shift carries significant implications for digital marketing strategies, particularly in brand visibility, search engine optimization (SEO), and performance measurement. This study presents a systematic literature review incorporating 30 sources from academic and industry publications (2020–2025) to explore the marketing implications and responses to this increasingly clickless search landscape. Key findings indicate that zero-click search has become a dominant norm, driven by the integration of generative AI that centralizes information within search result pages. Consequently, organic traffic is declining, prompting brands to adapt through strategies such as Answer Engine Optimization (AEO), content format diversification, and strengthening authority signals across digital channels. This review recommends a more holistic and evidence-based marketing approach to maintain brand relevance amid the ongoing disruption of digital search behavior.
Exploration of Factors Affecting Consumer Perceptions of Advertisements Generated by Artificial Intelligence Noventa, Oscar Chrismadian; Widjojo, Maria Rosa Ratna Sri Anggraeni; Putranta, Martius Parnawa
Research Horizon Vol. 6 No. 1 (2026): Research Horizon - February 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.1.2026.997

Abstract

This study examines the growing role of generative Artificial Intelligence (AI) in advertising, particularly as AI-generated content becomes increasingly embedded in everyday digital consumption. While prior research has produced mixed findings regarding consumer responses to AI-generated advertisements, the underlying psychological mechanisms driving acceptance remain insufficiently understood. Accordingly, this study aims to investigate how visual characteristics of AI-generated advertisements influence consumer acceptance through perceived intelligence. A quantitative survey was conducted among 415 respondents in Yogyakarta who had prior exposure to AI-generated advertisements. The study analyzes the effects of perceived realism, vitality, imagination, and synthesis on perceived intelligence, as well as its subsequent impact on willingness to accept. Data were analyzed using factor analysis and hypothesis testing. The findings reveal that perceived realism, vitality, and especially imagination positively influence perceived intelligence, with imagination emerging as the strongest predictor. Contrary to expectations, synthesis also shows a positive effect. Furthermore, perceived intelligence significantly enhances willingness to accept AI-generated advertising. In conclusion, consumer acceptance is driven not only by technological novelty but by the perceived quality, creativity, and coherence of AI-generated content.
PEMBERDAYAAN UMKM MELALUI PELATIHAN PENYUSUNAN LAPORAN KEUANGAN SEDERHANA BERBASIS SAK EMKM Chrismadian Noventa, Oscar; Novianto Haribowo, Ignatius; Parnawa Putranta, Martinus; Kurniawan, Ch. Heni
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 02 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i02.2214

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in Indonesia’s economy; however, many business actors still face challenges in basic bookkeeping and preparing reliable financial statements. This article reports a community service program conducted at Saint Joseph (Santo Yusup) Parish, Bintaran, Yogyakarta, which provided training and assistance in preparing financial statements based on SAK EMKM using Microsoft Excel. The program was carried out in seven sessions, including three intensive coaching sessions, from October 2025 to February 2026, and was attended by 63 MSME participants. It was followed by one month of mentoring to strengthen participants’ understanding. The results indicate an improvement in participants’ understanding of SAK EMKM, as well as their ability to record transactions and prepare simple financial statements. However, the use of Microsoft Excel remains a major challenge for some participants. Overall, the program encourages more systematic bookkeeping and enhances MSMEs’ readiness to access financing.
Co-Authors Adyantari, Api Aloysia Desy Pramusiwi Anggraeni Widjojo, Maria Rosa Ratna Sri Budi Suprapto Daniel Yudistya Wardhana Daniel Yudistya Wardhana, Daniel Yudistya Debora Wintriarsi Dewangga, Dismas Persada Dwitya Aribawa, Dwitya Ignatia Eka Puspita Kriswianti Ignatia Ryana Widyatini Ignatius Novianto Hariwibowo Indra Kristianto, Ignatius Ivana Elysia Sinarso Kurniawan, Ch. Heni Laurentius Rio Ageng Surya Novianto Haribowo, Ignatius Novianto Hariwibowo, Ignatius Palupi, Rosa De Lima Dyah Retno Parnawa Putranta, Martinus Putranta, Martius Parnawa Raymundo Patria Hayu Sasmita Sasmita, Raymundo Patria Hayu Sutarta, Agustinus Edi Vica Sakti Mantong Tendenan Vonezyo Yupanzara Dharomesz Widjojo, Maria Rosa Ratna Sri Anggraeni Yohana Rustiana Yustino Setiawan, Wimpie