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All Journal Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Gadjah Mada International Journal of Business Jurnal Manajemen Teori dan Terapan E-Dimas: Jurnal Pengabdian kepada Masyarakat Journal of Economic, Bussines and Accounting (COSTING) JURNAL PRODUKTIVITAS EKUITAS (Jurnal Ekonomi dan Keuangan) eCo-Buss Jurnal Informatika Ekonomi Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) West Science Business and Management Journal of Educational Management Research
Nur Afifah
Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura Pontianak
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Pengaruh Entrepreneurial Orientation dan Market Orientation Terhadap Marketing Performance Pada UMKM di Indonesia Galang Setiadi; Bintoro Bagus Purmono; Arman Jaya; Nur Afifah; Harry Setiawan
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2607

Abstract

Studi ini menganalisis bagaimana orientasi kewirausahaan dan orientasi pasar berkontribusi terhadap kemampuan pemasaran dan kinerja pemasaran UMKM yang beroperasi di Indonesia. Fenomena yang melatarbelakangi penelitian ini adalah jumlah UMKM di Indonesia sangat besar dibandingkan dengan negara tetangga seperti Thailand dan Malaysia. Hal ini menunjukkan UMKM menyumbang sebagian besar PDB Indonesia. UMKM juga menghadapi berbagai tantangan khas dalam hal inovasi, daya saing, dan pendekatan pemasarannya. Sampel pada penelitian ini berjumlah 258 responden dengan purposive sampling. Data dianalisis dengan menggunakan SmartPLS versi 4 dengan metode PLS-SEM. Hasil penelitian menunjukkan bahwa baik Entrepreneurial Orientation maupun Market Orientation memiliki pengaruh positif dan signifikan terhadap Marketing Capabilities dan Marketing Performance. Selain itu, Marketing Capabilities terbukti secara signifikan memediasi hubungan antara kedua variabel independen tersebut terhadap Marketing Performance. Temuan ini menegaskan bahwa kemampuan UMKM dalam berinovasi, mengambil risiko, memahami pasar, serta membangun strategi pemasaran yang adaptif menjadi kunci dalam meningkatkan kinerja mereka. Secara teoritis, penelitian ini memperkuat perspektif Resource-Based View dan Dynamic Capabilities, sementara secara praktis memberikan rekomendasi bagi pelaku UMKM dan pembuat kebijakan untuk meningkatkan kapabilitas pemasaran melalui penguatan orientasi kewirausahaan dan orientasi pasar. Dengan demikian, UMKM dapat lebih siap bersaing dan berkembang dalam era ekonomi digital.
Credibility, Parasocial Interaction, and Informative Value: The Role of Trust in Stakeholders’ Decision Intention Roro Ayu Rahmadhani; Rizky Fauzan; Erna Listiana; Nur Afifah; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1922

Abstract

The rapid growth of influencer marketing in Indonesia, particularly through social media platforms, has heightened the importance of influencer authenticity in shaping audience perceptions and decision-making. However, empirical studies examining the effectiveness of influencers who promote their own brands remain limited. This study aims to analyze the influence of credibility, parasocial interaction, and informative value on stakeholders’ decision intention, with trust serving as a mediating variable, within the context of educational brand management. Using a quantitative approach, data were collected through a questionnaire administered to 217 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings reveal that parasocial interaction has a positive and significant direct effect on decision intention, while credibility, parasocial interaction, and informative value significantly influence trust. In contrast, credibility and informative value do not show a significant direct effect on decision intention. Furthermore, trust is found to significantly mediate the relationships between credibility, parasocial interaction, and informative value and stakeholders’ decision intention. These results imply that effective educational brand management in the digital era should prioritize trust-building strategies by enhancing authentic communication, meaningful engagement, and the quality of information delivered to stakeholders in order to strengthen decision-making outcomes.
The Influence of Environmental Knowledge and Perceived Value on Sustainable Fashion Purchase Intention: The Mediating Role of Attitude Marsa Septiarni; Nur Afifah; Ana Fitriana; Haryadi; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1944

Abstract

The rapid growth of fast fashion, which increasingly contributes to environmental degradation, has encouraged greater awareness of sustainable fashion consumption. This study aims to analyze the influence of environmental knowledge and perceived value on sustainable fashion purchase intention, with attitude serving as a mediating variable. Employing a causal associative quantitative approach, primary data were collected through an online questionnaire distributed to 200 respondents who met predetermined criteria using non-probability purposive sampling. The measurement used a five-point Likert scale, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that environmental knowledge and perceived value have a positive and significant effect on attitude, which in turn significantly mediates their influence on sustainable fashion purchase intention. These results imply that enhancing consumers’ environmental understanding and strengthening perceived value are essential strategies for fostering positive attitudes and increasing purchase intentions toward sustainable fashion products.
The Influence of Advertising Intrusiveness and User Experience on Switching Intention through Customer Satisfaction: An Educational Management Perspective Charli Oliver; Nurul Komari; Nur Afifah; Bintoro Bagus Purmono; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1974

Abstract

This study aims to examine the influence of advertising intrusiveness and user experience on switching intention through customer satisfaction from an educational management perspective. Employing a quantitative approach with a causal research design, data were collected through structured questionnaires using a Likert scale from 205 respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The findings reveal that advertising intrusiveness has a negative and significant effect on customer satisfaction and a positive and significant effect on switching intention. User experience has a positive and significant effect on customer satisfaction but does not directly influence switching intention. Furthermore, customer satisfaction has a negative and significant effect on switching intention and significantly mediates the relationship between advertising intrusiveness, user experience, and switching intention. These results suggest that intrusive advertising increases users’ intention to switch platforms, while positive user experience enhances satisfaction, which subsequently reduces switching intention. From an educational management perspective, the study highlights the importance of managing digital learning environments by minimizing intrusive elements and optimizing user experience to sustain user satisfaction and platform retention in increasingly competitive digital ecosystems.
The Effect of Perceived Competence and Perceived Ease of Use on Continuance Intention with Perceived Enjoyment as a Mediating Variable Sofia; Nur Afifah; Bintoro Bagus Purmono; Juniwati; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1992

Abstract

The development of digital technology has accelerated the adoption of online learning platforms such as Duolingo in Indonesia. Despite its high level of popularity, the platform still faces challenges related to user retention and high churn rates. The inconsistency of previous research findings regarding the factors influencing continuance intention indicates a research gap that requires further investigation, particularly within the context of gamification-based learning applications. This study aims to analyze the effects of perceived competence and perceived ease of use on continuance intention, with perceived enjoyment serving as a mediating variable among Duolingo users in Indonesia. This research employed a quantitative approach with a causal design and involved 280 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that perceived competence and perceived ease of use have a positive and significant effect on perceived enjoyment and continuance intention. Furthermore, perceived enjoyment significantly mediates these relationships. These findings emphasize that the sustainability of learning application usage is influenced not only by cognitive factors but also by users’ affective experiences.
The Influence of Perceived Service Quality, Perceived Price Fairness, and Product Glocalization on Repurchase Intention: The Mediating Role of Customer Satisfaction Desthia Natasya; Ahmad Shalahuddin; Bintoro Bagus Purmono; Nur Afifah; Juniwati
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1993

Abstract

This study aims to examine the influence of Perceived Service Quality, Perceived Price Fairness, and Product Glocalization on Repurchase Intention, with Customer Satisfaction serving as a mediating variable. The research employs a causal design with a quantitative approach. Data were collected through a five-point Likert-scale questionnaire administered to 288 respondents selected using purposive sampling, with criteria including a minimum age of 15 years and at least two purchases within the past three months. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with AMOS. The results indicate that Perceived Service Quality, Perceived Price Fairness, and Product Glocalization have positive and significant effects on Customer Satisfaction and Repurchase Intention. Furthermore, Customer Satisfaction significantly mediates the relationship between the three independent variables and Repurchase Intention. These findings highlight the strategic importance of enhancing service quality, ensuring price fairness, and implementing effective glocalization strategies to strengthen customer satisfaction and encourage repeat purchase behavior.
Consumer Animosity and Campaign Intensity as Drivers of Boycott Participation: The Mediating Role of Boycott Intention Cha Cha Windiati; M. Irfani Hendri; Bintoro Bagus Purmono; Nur Afifah; Juniwati
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1998

Abstract

The phenomenon of consumer boycotts against global brands is growing stronger as public attention to corporate ethical and humanitarian issues increases. This study aims to analyze the influence of Consumer Animosity and Boycott Campaign Intensity on Boycott Participation with Boycott Intention as a mediating variable on Unilever Indonesia products. The study used a quantitative approach with a survey method of 332 respondents in Indonesia who had consumed Unilever products and were aware of the boycott campaign. Data were analyzed using covariance-based Structural Equation Modeling (CB-SEM) through AMOS. The results showed that Consumer Animosity and boycott campaign intensity had a positive and significant effect on Boycott Intention. Furthermore, Boycott Intention was proven to be the main determinant that drove Boycott Participation and significantly mediated the influence of both independent variables on boycott participation. These findings conclude that boycott behavior is influenced by emotional factors and social mobilization simultaneously, which strengthen consumer involvement in collective action. This study provides strategic implications for companies in managing their reputation and responding to public ethical issues.
Religiosity, Consumer Animosity, and Purchase Unwillingness: The Mediating Role of Product Judgment in a Religiously Motivated Boycott Context Muhammad Nafil Fikri; Nur Afifah; Wenny Pebrianti; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.2006

Abstract

This study aims to examine the effects of religiosity and consumer animosity on purchase unwillingness within a boycott context, with product judgment serving as a mediating variable. A quantitative approach was employed using a survey of 200 Muslim consumers aged 17 years and above who were aware of the boycott issue and expressed concern over related humanitarian matters. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that religiosity and consumer animosity negatively and significantly influence product judgment, while both variables positively and significantly affect purchase unwillingness. Product judgment also exerts a negative and significant effect on purchase unwillingness and functions as a partial mediator in the relationships between religiosity, consumer animosity, and purchase unwillingness. These results imply that cognitive evaluations of products serve as an important mechanism through which moral commitment and hostile sentiments are translated into refusal to purchase, highlighting the need for firms to address not only emotional reactions but also consumers’ evaluative perceptions in managing boycott situations.
Environmental Concern, Subjective Norm, Eco Labels, and Green Purchase Intention: The Moderating Role of Social Media Information in the FMCG Industry Meisa; Giriati; Erna Listiana; Nur Afifah; Ana Fitriana
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2024

Abstract

Plastic pollution has become a global environmental issue with serious ecological consequences. Reports from the United Nations Environment Programme indicate that global plastic waste production exceeds 400 million tons annually, with a significant portion originating from packaging waste generated by the Fast-Moving Consumer Goods (FMCG) industry. This study aims to analyze the influence of Environmental Concern (EC), Subjective Norm (SN), and Eco Labels (EL) on Green Purchase Intention (GPI), while also examining the moderating role of Social Media Information (SMI). The research employed a quantitative approach using a survey of 210 consumers selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 at a 5% significance level. The results reveal that Environmental Concern, Subjective Norm, Eco Labels, and Social Media Information have a positive and significant effect on Green Purchase Intention. Furthermore, Social Media Information does not moderate the relationship between Environmental Concern and Green Purchase Intention, but it significantly moderates the relationship between Subjective Norm and Green Purchase Intention. These findings provide empirical contributions to the literature on green consumer behavior and offer practical implications for strengthening sustainable marketing strategies and environmental communication in the FMCG sector.
The The Influence of Environmental Concern on the Intention to Pay Green Zakat: An Integration of the Theory of Planned Behavior Kemas Ammar Amany; Nur Afifah; Ilzar Daud; Heriyadi; Ahmadi
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2072

Abstract

Zakat has role strategic in distribution wealth and empowerment social, as well as potential support the development agenda sustainable development (SDGs) through draft green zakat. Although its potential big, realization zakat collection in Indonesia is still low. This study aims to analyze influence environmental concern to intention pay green zakat with integrate Theory of Planned Behavior (TPB) framework. Through approach quantitative PLS-SEM on 222 respondents, this study tested variables Subjective norm, attitude, and perceived behavioral control. Research results show that subjective norms, attitudes, and perceptions behavioral control influential positive and significant to intention pay green zakat. Meanwhile, environmental concerns No influential direct to intention, but rather through mediation full (full mediation) by variables attitude and perceived behavioral control. This finding confirms that concern ecological zakat payer new will transform become intention real If supported by attitude positive and perception convenience access technical. In conclusion, the success green zakat in Indonesia is not only depends on awareness environment society, but also on the ability institution in build literacy sustainability as well as provide infrastructure inclusive services to reduce obstacle behavior muzaki.
Co-Authors Adi Masliardi Adiwan Qodar Ahmad Shalahuddin Ahmadi Ana Fitriana Arman Jaya Barkah Barkah Bintoro Bagus Purmono Cha Cha Windiati Charli Oliver Daud, Ilzar Desthia Natasya Eliyana Eliyana Erna Listiana Erna Listiana Fauzan, Rizky Galang Setiadi Giriati Giriati Giriati Harry Setiawan Haryadi Hasti Pramesti Kusnara Heriyadi HERIYADI HERIYADI Ilzar Daud Juniwati Jurianto Gambir Kemas Ammar Amany Lokahita Regina Pramesti M. Irfani Hendri Marsa Septiarni Meisa Mohamad Sajili Morella Mulyadina Muhammad Nafil Fikri Muhammad Yusuf Maulana Mustaruddin Mustaruddin Mustaruddin Nurul Komari Romawi Marthin Roro Ayu Rahmadhani Seiko Manito Sofia Sri Kurniawati Sulistiowati Sulistiowati Titik Rosnani Wardana, Miko Andi Wenny Pebrianti